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This TFG develops an exploratory research, with a longitudinal, retrospective, qualitative design, to study the role of women in audiovisual advertising in the 1990s and 2000s. For this purpose, a sample of 12 advertisements was selected, looking for two advertisements per decade of the brands Ala, Sedal and Lucchetti. As a result, it was obtained that throughout 20 years, although with differences, the role of women continues to be related to two stereotypes, the first to the "Fem Fatal" woman and the second to the "housewife and mother" woman. During the 1990s, there was a clear orientation to show the product making explicit the female role as a model or as a mother-housewife, the voice-over is always male, showing the influence of gender on women, and the male role was graphically excluded, although not implicitly, or was represented by social references. On the other hand, in the 2000s there was a change of orientation towards the brand, leaving the product in the background, and the female roles, although they were the same as in the previous decade, highlighted women's characteristics such as strength.
About the author
Mein Name ist Agustina Liendo, ich bin 32 Jahre alt, habe einen Abschluss in Werbung und arbeite derzeit als kaufmännische Koordinatorin in einem Gesundheitsdienstleistungsunternehmen in Argentinien.Ich halte mich für einen kreativen, dynamischen und verbindlichen Menschen, der versucht, diese Prinzipien in allen Bereichen des Lebens anzuwenden.
