Resumen

HERNANDEZ RODRIGUEZ, Tania Marcela  y  SEPULVEDA RIOS, Irma Janett. Empowerment through Femvertising: Reality or Myth?. Merc. negocios [online]. 2022, vol.23, n.46, pp.83-100.  Epub 01-Ago-2022. ISSN 2594-0163.  https://doi.org/10.32870/myn.vi46.7669.g6739.

This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising strategy were identified as the role of messages and content. The results suggested the construction of new stereotypes without modifying the patriarchal structure.

Palabras llave : femvertising; empowerment; stereotypes; women; communication; M37.

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