Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

  1. Antonia Montes Fernández
Revista:
Feminismo/s
  1. Balteiro Fernández, Isabel (coord.)

ISSN: 1696-8166,  1989-9998

Año de publicación: 2021

Título del ejemplar: Women, sexual identity and language / Mujer, identidad sexual y lenguaje

Número: 38

Páginas: 177-202

Tipo: Artículo

DOI: 10.14198/FEM.2021.38.07 DIALNET GOOGLE SCHOLAR lock_openRUA editor

Otras publicaciones en: Feminismo/s

Objetivos de desarrollo sostenible

Resumen

En la publicidad prevalecen los estereotipos femeninos negativos y la representación de las mujeres en roles sociales tradicionales, ligados a actividades y ocupaciones domésticas. Los anunciantes creen que la utilización de los planteamientos posfeministas para sus propios fines es una estrategia publicitaria eficaz. Este artículo analiza la apropiación del discurso posfeminista con el objetivo de mostrar cómo se representan los estereotipos y clichés femeninos negativos e incluso degradantes. También se examina cómo se construye un imaginario retro-sexista en el discurso de la publicidad. Se realiza, desde una perspectiva del discurso crítico feminista (Lazar, 2005, 2007), un estudio de caso de la marca de relojes de lujo IWC. Se concluye que la publicidad perpetúa las visiones erróneas sobre el rol de la mujer en la sociedad y refuerza los estereotipos femeninos negativos y degradantes mediante la construcción de un universo retro-sexista en el imaginario colectivo y dificulta el progreso hacia la igualdad de género.

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Fuente de los datos: Dialnet