Análisis de la presencia de la mujer en la publicidad ecuatoriana desde la perspectiva de mujeres periodistas orenses, año 2020

Abstract

The woman in advertising from its beginnings to the present is used as a decorative object, highlighting her body and beauty, the advertising spots will always be presenting a product or innovating the current world, resorting to the exchange of merchandise with another to reach a higher percentage of consumption, obtaining great benefits and gains. Semiotic analysis is responsible for the study of signs that allow communication with people and our environment are: codes, languages that form a system of meaning. Stereotypes have an emotional origin, being transmitted from generation to generation as societies evolve, showing rejection attitudes, people tend to order society, group people, events by categories in the organization and structuring of our environment. The stereotypes of women in Ecuadorian advertising are: women as a wife, women as a mother, women and fashion, women and physical beauty, and women as sexual objects. The roles that women play in Ecuadorian advertising are: model, face, prefect, created beauty, sculptural bodies, sexual object, charisma, delicate, sexy but not vulgar, serving as a hook to attract the attention of the public; promoting products, services that serve to identify a brand.