La publicidad de la televisión abierta y su relación con los estereotipos de género en los pobladores de Ica, durante el primer trimestre del 2019
Fecha
2025
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Universidad Nacional San Luis Gonzaga
Resumen
La investigación se centró en examinar la relación entre la publicidad televisiva y los
estereotipos de género en los pobladores de Ica durante el primer trimestre de 2019. Mediante un
enfoque descriptivo y no experimental, se identificó una marcada preferencia por representar a
personas jóvenes en la publicidad, especialmente entre 18 y 30 años, lo que refleja la estrategia
de los anunciantes para dirigirse a su audiencia principal. Sin embargo, se observó una baja
representación de otros grupos demográficos, planteando interrogantes sobre la inclusión y la
representatividad en la publicidad. Además, la representación de género reveló una clara
tendencia hacia la asignación de roles tradicionales a las mujeres, particularmente en anuncios
relacionados con el hogar y el cuidado personal, lo que refuerza los estereotipos arraigados en la
sociedad. La limitada representación de la diversidad física en la publicidad televisiva, junto con
la predominancia de estándares de belleza occidentalizados y delgados, contribuye a la
perpetuación de ciertos estereotipos de género y belleza. Estos hallazgos resaltan la influencia
significativa de la publicidad televisiva en la construcción y mantenimiento de normas de género,
subrayando la necesidad urgente de promover una representación más equitativa y diversa en los
medios de comunicación para fomentar la igualdad de género. En conclusión, la investigación
destaca la importancia de abordar la representación estereotipada de género en la publicidad y
promover una mayor diversidad de roles y características en los mensajes publicitarios para
avanzar hacia una sociedad más inclusiva y equitativa.
The research focused on examining the relationship between television advertising and gender stereotypes among the inhabitants of Ica during the first quarter of 2019. Using a descriptive and non-experimental approach, a strong preference for representing young people in advertising, especially between 18 and 30 years old, was identified, reflecting the strategy of advertisers to target their core audience. However, underrepresentation of other demographic groups was observed, raising questions about inclusivity and representativeness in advertising. In addition, gender representation revealed a clear trend towards assigning traditional roles to women, particularly in advertisements related to the home and personal care, reinforcing stereotypes ingrained in society. The limited representation of physical diversity in television advertising, coupled with the predominance of Westernized and thin beauty standards, contributes to the perpetuation of certain gender and beauty stereotypes. These findings highlight the significant influence of television advertising on the construction and maintenance of gender norms, underscoring the urgent need to promote more equitable and diverse representation in the media to foster gender equality. In conclusion, the research highlights the importance of addressing stereotypical gender representation in advertising and promoting a greater diversity of roles and characteristics in advertising messages to move towards a more inclusive and equitable society.
The research focused on examining the relationship between television advertising and gender stereotypes among the inhabitants of Ica during the first quarter of 2019. Using a descriptive and non-experimental approach, a strong preference for representing young people in advertising, especially between 18 and 30 years old, was identified, reflecting the strategy of advertisers to target their core audience. However, underrepresentation of other demographic groups was observed, raising questions about inclusivity and representativeness in advertising. In addition, gender representation revealed a clear trend towards assigning traditional roles to women, particularly in advertisements related to the home and personal care, reinforcing stereotypes ingrained in society. The limited representation of physical diversity in television advertising, coupled with the predominance of Westernized and thin beauty standards, contributes to the perpetuation of certain gender and beauty stereotypes. These findings highlight the significant influence of television advertising on the construction and maintenance of gender norms, underscoring the urgent need to promote more equitable and diverse representation in the media to foster gender equality. In conclusion, the research highlights the importance of addressing stereotypical gender representation in advertising and promoting a greater diversity of roles and characteristics in advertising messages to move towards a more inclusive and equitable society.
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Palabras clave
Publicidad televisiva, Estereotipo de género, Roles, Discursos, Television advertising