| dc.description.abstract | © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.Traditionally, gender studies in digital advertising have verified the existence of differences between female and male stereotypes (Garrido Lora, 2007; Velandia-Morales and Rincón, 2014). After decades of global changes and events, new advertising strategies have emerged, including a genderless perspective. This exploratory study compared gender perceptions of students who are taking or have taken at least one course related to the field of advertising. The students were exposed to 9 advertising messages selected in online digital format, obtaining perceptions of their content regarding gender roles and stereotypes. The results revealed differences between perspectives that do not affect the global trends of young people’s opinions. It is recommended to carry out new studies that deepen new perspectives, as well as its application in more heterogeneous students. | |
