Citas bibligráficas
Ruiz, K., (2019). La femvertising como constructor de la igualdad de género a través del efecto de la tercera persona en las mujeres del emporio de Gamarra [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653034
Ruiz, K., La femvertising como constructor de la igualdad de género a través del efecto de la tercera persona en las mujeres del emporio de Gamarra [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653034
@misc{renati/1288106,
title = "La femvertising como constructor de la igualdad de género a través del efecto de la tercera persona en las mujeres del emporio de Gamarra",
author = "Ruiz Sánchez, Katherine Lesly",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This study analyzes femvertising, the recent advertising strategy that issues messages of empowerment to women and gender equality, and its relationship with the third-person effect, which indicates that people tend to perceive others (they) as more influenced by the media than themselves (me). It is a qualitative study whose design is the case study, where the BCP campaign was analyzed: "#NoMeDigasFelizDía" launched on International Women's Day (2019). Semi-structured interviews were conducted with 15 women workers from the Gamarra emporium from 25 to 52 years. As a result, femvertising manages to build gender equality in the women of the commercial empire of Gamarra through the messages exposed in their advertisements, which show gender inequalities and forms of empowerment of women, eliminating the typical stereotypes of women but that is not necessarily given by the third-person effect.
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