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Percepción de los comportamientos y patrones corporales asignados a la mujer en publicidad.

  • Vega Saldaña S
  • Barredo Ibáñez D
  • Merchán Clavellino A
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Advertising in favor of its economic and commercial purpose continues to employ, creating and disseminating dysfunctional and patriarchal female stereotypes, protected by attitudes, behaviors and restrictive corporal patterns, which historically have been attributed and associated with females to guide, differentiate and subdue the universe from these to the masculine. Gender stereotypes erected on emotional or behavioral characters, such as her constant femininity, her doomed seduction, her false security protected by her fleeting beauty, the passivity that surrounds her and from which she feeds, her active narcissism, her constant infantilization in favor of of the denial of their maturity and old age, their marked weakness marked by bodies lacking in muscle and extremely thin, or their incipient androgynous in which masculine values are praised. All these emotional or behavioral characters, which imprint personality on the models and they make up the feminine universe, which interfere and establish themselves in the contemporary context through advertising, they are sustained by bodies that present strict corporal patterns, PCE: size ≤36, height ≥1.70 cm. and ectoform somatotype, in which beauty and youth prevail, and which have marked and oppressed women outside and within the media. A fact that the real and current woman is able to perceive and identify clearly and with which she does not agree




Vega Saldaña, S. M., Barredo Ibáñez, D., & Merchán Clavellino, A. (2019). Percepción de los comportamientos y patrones corporales asignados a la mujer en publicidad. Ámbitos. Revista Internacional de Comunicación, (44), 162–180.

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