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Phone: (843) 766-6635
Main Library
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Folly Beach Library
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Phone: (843) 588-2001
John L. Dart Library
9 a.m. - 6 p.m.
Phone: (843) 722-7550
St. Paul's/Hollywood Library
9 a.m. - 5 p.m.
Phone: (843) 889-3300
Mt. Pleasant Library
9 a.m. – 6 p.m.
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Dorchester Road Library
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Edgar Allan Poe/Sullivan's Island Library
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John's Island Library
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Edisto Library
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Wando Mount Pleasant Library
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Otranto Road Library
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¿Puede la publicidad ser feminista? Ambivalencia e intereses de género en la femvertising a partir de un estudio de caso: Deliciosa Calma de Campofrío. (Spanish)
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- Author(s): Menéndez Menéndez, María Isabel
- Source:
Revista de Estudios Sociales; abr-jun2019, Issue 68, p87-99, 13p- Subject Terms:
- Source:
- Additional Information
- Alternate Title: Can Advertising be Feminist? Ambivalence and Gender Interests in "Femvertising" from a Case Study: Campofrio's "Deliciosa Calma". (English)
A publicidade pode ser feminista? Ambivalência e interesses de gênero na femvertising a partir de um estudo de caso: Deliciosa Calma de Campofrio. (Portuguese) - Abstract: A recent strategy known as "femvertising" appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of "femvertising" and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality. [ABSTRACT FROM AUTHOR]
- Abstract: Una reciente estrategia publicitaria, llamada femvertising, parece llamada a terminar con el sexismo que siempre ha acompañado a gran parte de la publicidad. Se trata de una propuesta que no sólo supera los paradigmas sexistas sino que incorpora elementos de empoderamiento de las mujeres. Sin embargo, no está exenta de riesgos, por su carácter ambivalente y por los intereses de género que compromete. El presente artículo reflexiona sobre los aspectos teóricos de la femvertising y realiza un estudio de caso para aproximarse a una publicidad sobre la que apenas existe bibliografía. Las conclusiones nos anuncian que se trata de un fenómeno complejo que exige seguir siendo profundizado en su análisis para diagnosticar su compromiso con la igualdad. [ABSTRACT FROM AUTHOR]
- Abstract: Uma recente estratégia publicitária, denominada femvertising, parece determinada a acabar com o sexismo que sempre acompanhou grande parte da publicidade. Trata-se de uma proposta que não apenas supera os paradigmas sexistas, mas também incorpora elementos de empoderamento das mulheres. No entanto, não está isenta de riscos, por seu caráter ambivalente e pelos interesses de gênero que compromete. O presente artigo reflete sobre os aspectos teóricos da femvertising e realiza um estudo de caso para se aproximar de uma publicidade sobre a qual existe apenas bibliografia. As conclusões sugerem que se trata de um fenômeno complexo que exige aprofundamento em sua análise para diagnosticar seu compromisso com a igualdade. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Revista de Estudios Sociales is the property of Universidad de los Andes and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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