Estudio comparativo de los estereotipos femeninos en la publicidad gráfica de España y Brasil, a partir de una experiencia educativa en la enseñanza superior

Abstract

Advertising is a phenomenon that is part of the developed societies and, as it has great importance in the training of students, we must be analyzed in the field of education. In turn, constitutes an important tool for addressing intercultural nature studies that bring understanding through the image of various cultural stereotypes that affect the processes of socialization. The experience presented here allows a finding of treatment stereotyped image of women, while identifying the different nuances depending on the culture of the country of origin. In our case, we addressed display advertising in Spain and Brazil to learn how women are represented from a selection of ads from both countries.