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Stereotypes and gender representation in ecuadorian advertising

Abstract:

Advertising media have changed and evolved over the years, and with the constant technological advances today digital platforms are part of advertising strategies in the promotion of a product or service. However, we are interested to know if the way of representing men and women in advertising spots has also evolved or traditional roles and stereotypes are maintained. Through a qualitative methodology, it is determined to determine the characteristics of the representation of female and male roles in Ecuadorian advertising, for which the audiovisual pieces in the “Film” category presented in the Cóndor de Oro, 2018 contest have been taken as a study sample. The hypothesis that arises is: The stereotypes assigned to the feminine and masculine gender are the traditional ones, woman housewife, sexy figure and man head of household and entrepreneur, among others.