Imagen de la mujer en la publicidad social Latinoamericana. Casos: Chile, Ecuador y Bolivia

Abstract

Publicity is an essential part of our society, it reflects much of who we are. And although it is generally directed to the marketing of a product and its sales, it also has a branch dedicated to the social aspects that need to be disclosed. One of them is women, their rights and their fight against the stereotypes that publicity itself has drawn in the collective imagination. This research work includes different cases of campaigns carried out by the states of three Latin American countries; Chile, Ecuador and Bolivia. In the framework of the fulfilment of the Millennium Development Objectives and the Sustainable Development Objectives respectfully. The main interest of the work presented is to analyze if even spots directed to the elimination of stereotypes denote discursive contradictions. Through content analysis, a content card is structured to determine the image that is actually presented about women. Communication provides tools that allow directing any product disclosed to the audiences, in this case it could provide strategies that guide social campaigns towards the creation of new ideological constructions in societies.