La imagen publicitaria desde la perspectiva de género en los medios impresos entre la época contemporánea y posmoderna

Abstract

Advertising plays an important role within society, because through this unimaginable things can be made known that make people have certain behaviors or desires to achieve life or the articles offered by the media through their advertisements. In this way, it is important to highlight that they show ideals or behaviors that minimize, discriminate and undermine the dignity, honor, self-esteem and value of each individual. In the present research work, 14 images between the years 1950 and 2019, belonging to the newspaper "El Heraldo" of the city of Ambato, were analyzed, where they show how over the years the image of women was denigrated, objectified and sexualized for the sale of products. At present, there is another perspective regarding these publications due to certain movements that watch over women's rights, in this case “feminism” and public policies that in some way regulate that women are not taken as a object for consumption. Likewise, the quantitative methodology is of vital importance in this project to understand the proposed phenomenon; The techniques applied were the analysis of contents and indicators that help to understand when? where? and because? these macho publications were stopped.