Resumen :
Los cambios producidos en los últimos años en la sociedad, han causado un forzoso proceso de renovación en el campo del marketing, y más concretamente el de género, dejando atrás estereotipos personales en cuanto a los mensajes publicitarios, especialmente en el caso de la mujer, proceso debido al ... Ver más
The changes produced in recent years in society, have caused a forced renewal process in the field of marketing, and more specifically the gender, leaving behind personal stereotypes in terms of advertising messages, especially in the case of women, process due to its progress in all areas of life.
In this paper I intend to explain, from several studies conducted by people related in some way or another to marketing, that there is a constant change in this discipline, and, more specifically, I will focus on the concept of "empowerment of women" , advertising "go-girl" or "fem-vertising", (feminism advertisement).
One of the methods used by marketing has been the segmentation of markets, and therefore, the definition of the target groups to which the company intends to reach, groups, in which until recently the gender was not taken into account, but that over the years, it has been seen that they have to customize the needs of men and women separately, since both have different ways of acting, thinking, feeling, etc., and therefore, also different tastes and decisions at the time of buying.
Throughout the work we will verify that although there are brands that have begun to realize that women were being represented differently from men in advertising, very few have transformed that awareness into real events (advertisements) and have changed the stereotypes that we are used to seeing in advertising.
A gender marketing strategy that aspires to be successfully crowned (with effects on sales) must contemplate these changes of interests and habits and recognize social transformations.
The results of the investigation reveal that both in the press, magazines, television, both in our country and abroad, there is still discrimination in the image of the female gender.
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