<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632022000200083</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi46.7669.g6739</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Empowerment through Femvertising: Reality or Myth?]]></article-title>
<article-title xml:lang="es"><![CDATA[Empoderamiento a través de la publicidad feminista ¿realidad o mito?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Rodríguez]]></surname>
<given-names><![CDATA[Tania Marcela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sepúlveda Ríos]]></surname>
<given-names><![CDATA[Irma Janett]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<volume>23</volume>
<numero>46</numero>
<fpage>83</fpage>
<lpage>100</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632022000200083&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632022000200083&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632022000200083&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En este artículo se estudió el empoderamiento y los estereotipos femeninos a través de la publicidad feminista. Se caracterizó el empoderamiento y los estereotipos con base en los roles que se generan de la división sexual de trabajo, desarrollando un análisis cualitativo sobre la percepción de mujeres mexicanas jóvenes. Se identificaron los retos de esta estrategia publicitaria, así como el papel que tienen los mensajes y contenidos. Los resultados sugieren la construcción de nuevos estereotipos sin que con ello se modifique la estructura patriarcal que la propia estrategia cuestiona.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[femvertising]]></kwd>
<kwd lng="en"><![CDATA[empowerment]]></kwd>
<kwd lng="en"><![CDATA[stereotypes]]></kwd>
<kwd lng="en"><![CDATA[women]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[femvertising]]></kwd>
<kwd lng="es"><![CDATA[empoderamiento]]></kwd>
<kwd lng="es"><![CDATA[estereotipos]]></kwd>
<kwd lng="es"><![CDATA[mujeres]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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