Bibliographic citations
Villanueva, A., (2020). Las temáticas políticas del feminismo presentes en la percepción del femvertising [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/656373
Villanueva, A., Las temáticas políticas del feminismo presentes en la percepción del femvertising [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/656373
@misc{renati/1290143,
title = "Las temáticas políticas del feminismo presentes en la percepción del femvertising",
author = "Villanueva Hermoza, Alejandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The concept femvertising refers to advertising that uses images and attitudes from female empowerment, promoting the desire for consumption in women consumers through the relationship of brands or products with values and roles that can be understood as feminists. This Kind of advertising, has been booming in recent years, especially since consumers have a ethically and socially responsible attitude towards their culture and reality. However, this type of advertising discourse has presented some criticism from feminist supporters and movements that impute a certain disdain for political issues, since it is said that their objectives are more interested in commercial efficiency and economic interests. Motivated by this criticism, the following research work will analyze what is the role of feminism politics in the perceptions of women consumers between 20 and 27 years regarding their interaction with the discourse of femvertising. For this, we will use the case of the independent fashion company “La Provinciana”, which defines itself as a brand with a feminist approach, witch main communication channel is Instagram . For this, perception will be analyzed from its qualitative sense, studying the social, behavioral, cultural and emotional parameters that compose it.
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