Bibliographic citations
Rivera, F., (2021). La mujer y la publicidad: La evolución de la representación femenina en piezas publicitarias de Pilsen y Claro en el Perú (2010-2019) [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14349
Rivera, F., La mujer y la publicidad: La evolución de la representación femenina en piezas publicitarias de Pilsen y Claro en el Perú (2010-2019) []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14349
@misc{renati/1442413,
title = "La mujer y la publicidad: La evolución de la representación femenina en piezas publicitarias de Pilsen y Claro en el Perú (2010-2019)",
author = "Rivera Abanto, Francheska Isabel",
publisher = "Universidad de Lima",
year = "2021"
}
This study seeks to specify the changes in the female representation in commercials of two Peruvian brands, Pilsen and Claro, launched between 2010 and 2019. Through the observation technique, a total of fifty advertising pieces were analyzed in which the presence of a female character visually and / or implicitly, from 6 categories of relevant research on the subject. The results indicated that there is a new perspective in favor of the image of women in Peruvian advertising; however, ads continue to promote ambivalent notions that perpetuate gender biases. Advertising acts as a formative influence within our culture, which has been shown to transform and evolve according to social and cultural changes.
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