Women in employment, the absent stereotype: a semiotic case study in Para Ti Magazine
Abstract
The absence of female representation in employment situation is a data that emerges from a macro study. In a survey of more than 400 advertising images in Para Ti _a magazine with a century in the Argentine publishing market_ a photographic series is identified that offers the only reference to women in employment. From there, a case study is elaborated in which a semiotic analysis and a discursive proposal are presented in a femvertising key, an advertising perspective that aims to overcome sexism through a female representation linked to autonomy, to the balance between work and affective life, avoiding the almost exclusive focus on body care, beauty and aesthetics.
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