LA COSIFICACIÓN DE LA MUJER EN LA PUBLICIDAD ESPAÑOLA
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2023-01-11
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(ES) Este trabajo se centra en el estudio y análisis de la figura de la mujer en la publicidad,
analizando su historia diacrónicamente, llegando hasta la actualidad, donde se sigue
manteniendo en muchos casos la base ideológica de antaño: el machismo.
Este estudio pretende dar cuenta de cómo la mujer ha tenido que adaptarse a todos los
roles que la sociedad le ha impuesto históricamente, extrapolando estos desde el ámbito
privado al publicitario, analizando sus bases de estudio y los fines mismos, puramente
lucrativos e ideológicos.
Además, se analizará cómo, pese al haber transcurrido 70 años desde la primera época
estudiada en este trabajo, siguen perdurando los vestigios de aquellos tiempos en medios tan
actuales como son las redes sociales, fuente de arquetipos y corses civilizatorios de la mujer
(EN) This work is focused on the study and analysis of the woman´s figure in adversiting campaigns through a diachronic examination of the history until the present, when a long ago ideology is still maintained: chauvinism. The aim of this research is to raise awareness of how the woman has had to adapt to all the roles imposed by the society along history. The extrapolation of these set ``feminine´´ roles from the private sphere to the public one in adversiting campaigns will be taken as a basis for this study as well as their purposes, strongly highlighted as uniquely lucrative and ideological. Moreover, it will be observed how, despite the 70 years gap from the first period studied in this work, the traces of these times still remain on the current social media, sources of archetypes and civilizing corsets of the woman´s figure.
(EN) This work is focused on the study and analysis of the woman´s figure in adversiting campaigns through a diachronic examination of the history until the present, when a long ago ideology is still maintained: chauvinism. The aim of this research is to raise awareness of how the woman has had to adapt to all the roles imposed by the society along history. The extrapolation of these set ``feminine´´ roles from the private sphere to the public one in adversiting campaigns will be taken as a basis for this study as well as their purposes, strongly highlighted as uniquely lucrative and ideological. Moreover, it will be observed how, despite the 70 years gap from the first period studied in this work, the traces of these times still remain on the current social media, sources of archetypes and civilizing corsets of the woman´s figure.