Femvertising, gender equality and the effect of the third person on female workers in Gamarra
Abstract
This study analyzes femvertising, the recent advertising strategy that issues messages of women empowerment and gender equality, and its relationship between third-person effect, which indicates that people tend to perceive others (they) as more influenced by the media than themselves (me). A qualitative methodology was adopted to analyzed the BCP campaign called «#NoMeDigasFelizDía» launched on International Women's Day (2019). Semi-structured interviews were conducted with 15 women workers from the Gamarra (Peru) emporium between 25 and 52 years. Femvertising helps develop gender equality in the women of the textile commercial empire of Gamarra through pro-female messages, which show forms of women's empowerment, removing traditional gender roles and stereotypes, but it is not necessarily given by the third-person effect.
Downloads
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
