La formación feminista como arma para combatir la publicidad sexista

Abstract

The media is one of the main socializing agents in our society. Within these, one of the forms of communication that acquires more importance in the media, economic and social landscape is advertising. Its persuasive power determines, in some way, the social imaginary, contributing to the legitimization and assumption of certain social values. For this reason, is quite important the role of advertising in the construction of gender identities and the image of women. In fact, advertising speeches reproduce traditional and conservative stereotypes in relation to the roles of men and women and contribute to the normalization of sexist representations, with a high dose of symbolic violence, which  threaten the dignity of women, which makes advertising an instrument of perpetuation and maintenance of gender inequality. In order to modify this situation, the solutions include strengthening the democratic awareness of gender and specifically, introducing feminist education in the degrees of communication and advertising, whose students will shape the advertising future.