Bibliographic citations
Betancourt, O., (2023). Publicidad que transforma: Percepción de las mujeres sobre el femvertising como herramienta empoderadora [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673544
Betancourt, O., Publicidad que transforma: Percepción de las mujeres sobre el femvertising como herramienta empoderadora [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/673544
@misc{renati/1298036,
title = "Publicidad que transforma: Percepción de las mujeres sobre el femvertising como herramienta empoderadora",
author = "Betancourt Paredes, Olenka Massiel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This research analyzes the perceptions of millennial women regarding the perception of female empowerment in advertising. This analysis focuses on the relevance and impact of femvertising, a form of advertising that challenges feminine stereotypes and portrays women in an empowered manner, thus generating a positive effect on current and future consumers. The study is qualitative in nature and has a case study research design, in which 4 spots belonging to the advertising campaign “I'm possible” of the Adidas brand were analyzed, for which 25 young women from zone six and seven of Metropolitan Lima in an age range of between 21 and 35 years. As a result, the representative image of women was perceived with positivism and acceptance, since it shows the female gender with a challenging and non-canonical narrative by using dimensions of power with which they feel identified.
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