Análisis sociológico de la representación de la mujer en la publicidad como impacto social en la Facultad de Ciencias Agropecuarias

Abstract

It is investigated how in the last decades the role of women in advertising campaigns continues to be that of sexual claims. In the vast majority of cases, through the figure of women, products aimed at men are sponsored, using sensuality and desire. In this research, it was detected that the advertising media continue to capture and objectify women as an inanimate, depersonalized body without their own identity as a market practice to sell to their suitable audience of all ages, without censorship and without measuring the consequences of impact those images will have. The vast majority of women are shown through the media advertising products aimed at men, even more so when there is sexual content in them. Socially, the dynamics of exploiting the female gender has been normalized, either by body or its symbolic identity, the exploitation that we inadvertently visualize on a daily basis in every focus of social attention, from newspapers to television channels where a naturalness of showing the woman as an accessory of the product to be sold, this event is accessible to all people regardless of age, that is, there is no restriction or an age at which the human personality is determined, so that it does not generate confusion or alarm in the crowd, but if a boy or girl sees such advertising it is very likely that they will be confused and with the repetition over the years it will become natural to follow the mold of those women with whom they grew up watching them with the time goes by, and at that time it will be analyzed what type of women appeared in said advertising, (there is a type of women who come out to promote products uct, they are of smooth light-colored skin, long shiny hair, their contoured and surgically molded features, their voluptuous bust, voluptuous rear, small, slim waist, and with very small clothes, in which these attributes are allowed to be seen). Apparently women already have a model to guide themselves to complete social stereotypes and arrive at what has always been instilled in them, such as being perfect. Since ancient times, a great deal of effort has always been put into making women an extension of man, as if their goal in the world is to make them happy and to achieve that happiness you have to be perfect, without any mistakes, without ailments, without imperfections, and stop being a human being to be an object at your service and disposal. In different types of educational books it can be clearly read that the female gender is that seductive and compassionate, that provides company and is empathic with others. And in other books they clearly express that each human being is unique and unrepeatable, with their own identity and emotions, even though these books are not educational, they are available to the general public, but for this, women will have to look for them and learn. a different and true way to coexist. In most of the time that advertising is displayed, the presence of women can be detected on numerous occasions, there are two times, the first is that where the woman sells a product for women's consumption, and those products that women sell for women's consumption. men, in which desire and sensuality are used for erotic scenes in which the woman is allowed to see very small or transparent garments, and sexual gestures that incite people to buy said product, but with a false idea of product in which it demonstrates how a woman would lose control or feel attraction if men buy that particular product, the desire to own or acquire that particular image is what violates and discredits women every day.