Opiniones y perspectivas de las mujeres cuencanas en edad adulta emergente frente a la publicidad de empoderamiento femenino (Femvertising), y la publicidad que utiliza estereotipos femeninos. Año 2021

Abstract

The evolution of women’s representation in advertising and new technologies have become increasingly important, giving way to Femvertising: a new advertising trend that seeks to challenge stereotypes and give an empowering message to the female audience. This research looks for analyze and understand what are the opinions and outlooks of emerging adulthood women in Cuenca regarding Femvertising and advertising that uses female stereotypes during 2021. Firstly, the Galvanic Skin Resistance Sensor (GSR) was applied in 40 women from Cuenca who belong to the emerging adulthood group in order to obtain their emotional intensity through skin conductance. Then, the different points of view that this group has about Femvertising and stereotypical ads are investigated through the application of an "open standardized" questionnaire. The results show that Femvertising ads, whose content is aligned with brands’ business values, improve on women’s in emerging adulthood self-esteem causing empowerment and a higher level of attraction while stereotypical ads affect their appearance generating insecurity. However, they value the effort that models in this ad do to look in that way