Estereotipos femeninos en la publicidad y los medios de comunicación a través de la moda en la ciudad de Cuenca: Caso de estudio Vatex

Abstract

The stereotypes we understand an established or normalized model on a certain topic, a concept whose definition we are understanding throughout our experience as human beings capable of reasoning. In addition, the environment in which we are present has been a factor that has surrounded us with consumerist ideas. This is when advertising takes center stage and currently, in this technological age, social networks. Therefore, the objective of this study is focused on analyzing the influence that said content has caused, specifically, the advertisements of the Vatex clothing store in Cuenca. As part of the research, we seek to study the content of Vatex's advertising, aimed at the female target audience, through the analysis of the company's social networks. Likewise, to determine the effect that this problem has had on women between 15 and 20 years of age residing in the city of Cuenca. The hypothesis indicates that 75% of the women belonging to the target audience have managed to perceive that the advertising of the Vatex clothing store, both in flyers or banners and on social networks or digital platforms in general, has created stereotypes based on what it is about capturing in your ads.