Citas bibligráficas
Anzualdo, B., (2022). Femvertising: análisis de las campañas publicitarias de Dove y Avon y la autopercepción de belleza de la mujer peruana [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16171
Anzualdo, B., Femvertising: análisis de las campañas publicitarias de Dove y Avon y la autopercepción de belleza de la mujer peruana []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16171
@misc{renati/1442057,
title = "Femvertising: análisis de las campañas publicitarias de Dove y Avon y la autopercepción de belleza de la mujer peruana",
author = "Anzualdo Trejo, Begui Alejandra",
publisher = "Universidad de Lima",
year = "2022"
}
Over the past few years, a new trend has emerged to create advertising that seeks to spread pro-feminist messages to break with traditional stereotypes of women, generating a realistic and inspiring portrait for them. In this research, we wanted to analyze the perception that Peruvian women have of this type of advertising called femvertising. Two advertising spots were analyzed to examine the characteristics of femvertising. In this way, the elements of the advertising spots of the Dove and Avon brands that are under the line of the femvertising theory were identified. Likewise, 30 women were interviewed to find out which elements of these posts they identified with. The concept of beauty of women and how they perceived their own beauty was explored too. Finally, it was determined which were the positions that they had about this type of advertising. The results showed that both commercials met the characteristics of femvertising; however, the advertisement that was most accepted showed women with a more everyday appearance and casual dress. It is concluded that this group of women consider that this type of advertising has its limitations. Despite that, it must continue to be disseminated and they want to see that the companies show their messages by taking actions that support their movement.
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