Gender role stereotypes as an ethical resource in the peruvian advertising discourse
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Issue Date
2022-01-01
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Smart Innovation, Systems and TechnologiesDOI
10.1007/978-981-16-9268-0_56Abstract
The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the actual dimension of the harmful gender stereotypes impeded a debate to leave without arguments to those who believe that the use of stereotypes is ethical. Professional advertisers have lost part of the necessary connection with ethics and find it hard to deal with these dilemmas because they do not identify the damage caused by gender role stereotypes in society.Type
info:eu-repo/semantics/articleRights
info:eu-repo/semantics/embargoedAccessLanguage
engISSN
21903018EISSN
21903026ae974a485f413a2113503eed53cd6c53
10.1007/978-981-16-9268-0_56
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