Empowerment through Femvertising: Reality or Myth?
This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising str...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Guadalajara
2022-05-01
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| Series: | Mercados y Negocios |
| Subjects: | |
| Online Access: | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7669 |
| _version_ | 1797319680290979840 |
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| author | Tania Marcela Hernández Rodríguez Irma Janett Sepúlveda Ríos |
| author_facet | Tania Marcela Hernández Rodríguez Irma Janett Sepúlveda Ríos |
| author_sort | Tania Marcela Hernández Rodríguez |
| collection | DOAJ |
| description | This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising strategy were identified as the role of messages and content. The results suggested the construction of new stereotypes without modifying the patriarchal structure. |
| first_indexed | 2024-03-08T04:10:28Z |
| format | Article |
| id | doaj.art-5a892abdb636477ea714e4f71bc0aaf2 |
| institution | Directory Open Access Journal |
| issn | 2594-0163 |
| language | English |
| last_indexed | 2024-03-08T04:10:28Z |
| publishDate | 2022-05-01 |
| publisher | Universidad de Guadalajara |
| record_format | Article |
| series | Mercados y Negocios |
| spelling | doaj.art-5a892abdb636477ea714e4f71bc0aaf22024-02-08T19:49:58ZengUniversidad de GuadalajaraMercados y Negocios2594-01632022-05-01468310010.32870/myn.vi46.7669533Empowerment through Femvertising: Reality or Myth?Tania Marcela Hernández Rodríguezhttps://orcid.org/0000-0001-9946-0151Irma Janett Sepúlveda Ríoshttps://orcid.org/0000-0002-4256-6673This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising strategy were identified as the role of messages and content. The results suggested the construction of new stereotypes without modifying the patriarchal structure.http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7669femvertisingwoman empowermentstereotypescommunicationadvertising |
| spellingShingle | Tania Marcela Hernández Rodríguez Irma Janett Sepúlveda Ríos Empowerment through Femvertising: Reality or Myth? Mercados y Negocios femvertising woman empowerment stereotypes communication advertising |
| title | Empowerment through Femvertising: Reality or Myth? |
| title_full | Empowerment through Femvertising: Reality or Myth? |
| title_fullStr | Empowerment through Femvertising: Reality or Myth? |
| title_full_unstemmed | Empowerment through Femvertising: Reality or Myth? |
| title_short | Empowerment through Femvertising: Reality or Myth? |
| title_sort | empowerment through femvertising reality or myth |
| topic | femvertising woman empowerment stereotypes communication advertising |
| url | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7669 |
| work_keys_str_mv | AT taniamarcelahernandezrodriguez empowermentthroughfemvertisingrealityormyth AT irmajanettsepulvedarios empowermentthroughfemvertisingrealityormyth |