Citas bibligráficas
Gutierrez, A., (2022). Belleza sin límites: análisis de la publicidad inclusiva de mujeres con acondroplasia en Perú [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667509
Gutierrez, A., Belleza sin límites: análisis de la publicidad inclusiva de mujeres con acondroplasia en Perú [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667509
@misc{renati/404627,
title = "Belleza sin límites: análisis de la publicidad inclusiva de mujeres con acondroplasia en Perú",
author = "Gutierrez Cordova, Angela Pierina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Advertising, especially that aimed at women, constantly resorts to stereotypes. This affects their body image, since it is still evident that the parameters of beauty are not close to the Peruvian social and cultural reality. In this sense, the present research studies the underwear campaign "Talla T de Todas" of the brand Sicurezza with the objective of analyzing the perceptions of the followers of this brand about the inclusion of women with achondroplasia in the mentioned campaign. The study was conducted from a phenomenological paradigm and with a qualitative approach. We had 15 female followers of the brand on Instagram, who responded to a semi-structured guide of questions. Among the main findings, it was found that there is progress on the roles of women with achondroplasia in Peruvian advertising; the interviewees emphasized that this campaign allows breaking the paradigm that relates women with achondroplasia to circus or mocking activities. Likewise, they have noticed that several brands seek inclusion, but this is the first campaign that they consider truly inclusive because it allows to destigmatize women with this condition in a field that has been idealized for many years. This study concludes that the analyzed campaign establishes a paradigm of rupture with the stereotypes specifically associated with achondroplasia and puts into debate the concept of inclusion in the advertising world, considering that there is not only variety in the contexture and skin color in women.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons