Micromachismo on adverstising

Abstract

Gender equality requires taking serious proposals of gender roles and not mere parodies that reinforce the opposite message that is intend to transmit. Therefore, gender equality in advertising must be seen beyond the representations and ask for a thorough reading of the messages from the collective imagination existing in society. This study analyzes proposals that dismantle equalities fictitious and illustrates new ways of acting patriarchal educational model through milder and adapted forms, but clearly trying to maintain the same gender stereotypes. So that, it is important to pay attention on the educational role that media for gender equality a reality and not a simple aspiration.