Bibliographic citations
Tarazona, M., (2021). Representaciones de la mujer en la publicidad sexista. Un análisis desde la competencia mediática [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657566
Tarazona, M., Representaciones de la mujer en la publicidad sexista. Un análisis desde la competencia mediática [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/657566
@misc{sunedu/4386560,
title = "Representaciones de la mujer en la publicidad sexista. Un análisis desde la competencia mediática",
author = "Tarazona Navarro, Miriam Yolanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Sexism in advertising is perennial in our society by portraying women with stereotypical behaviors and as a sexual object. With the intention of making visible the media competence of Lima women, of a generation gap, from its dimensions of language and ideology and values, the present article was carried out where it can be observed if there is greater media competition on the part of young women (Group 1) or if there is a partially developed media competence in both samples (Group 1 and Group 2). To investigate consumer perceptions, fourteen in-depth interviews were conducted in which four advertisements were shown and directed questions were asked to answer the research question posed.
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