| dc.description.abstract | The apparatus of power, which in this study refers to the mass media, which are reproduced in the public imaginary of gender stereotypes through the ads, giving the behavior patterns of a person over another and strengthening ideologies of those who manage the public that men are generally, these media through images, sounds and messages tell the recipient what is the role of women in society by showing the following features: submissive, sentimental, sensitive, weak , beautiful sweet, sexy, devoted to her children and husband, etc..
In Chapter 1, we speak of a man domination imposed on women from the patriarchal age in primitive communities, and each time this oppression and submission to which women have been subjected is equal evolved over time, also the mass media have played an important role to continue to maintain this gender inequality as it has become the main ideological player these stereotypes about the female image through advertising.
In Chapter 2, there is provided a description of female identity presented by the national newspaper "El Comercio" through their advertising, content analysis also the same, which we wanted to know if there was sexist through images that are broadcast nationally during the morning by this medium, resulting in messages and images with sexist and traditional gender stereotypes aimed at women and unnecessary consumption just for the sake of wanting to gain a position or status supposed social will to buy any of the products presented in the paper.
In Chapter 3, we talk about the other side of the coin and focuses on advertising as an option to disseminate and educate society on gender issues, it is proposed to start educating in the family, then in the classroom, larger instances pass as Universities, National Assembly, etc..; arises also use the mass media and advertisements as weapons of struggle for change people's minds and so live in equality and fairness, men and women directed towards the same goal GOOD LIVING. | |
