The Perception of Lima Women about the Representation of ‘Real Woman’ in the Advertising Discourse of Beauty and Feminine Care Products

Authors

  • Ximena Alomía Peruvian University of Applied Sciences (Peru)
  • Francisco Arbaiza Peruvian University of Applied Sciences (Peru)

DOI:

https://doi.org/10.51698/tripodos.2021.50p169-185

Keywords:

stereotypes, perception, advertising, commercial broadcasting

Abstract

Advertising has been present in people’s lives through strategies for the sale of products, satisfying their needs, and interacting with them. The advertising of beauty and feminine care products has been one of the most constant through the traditional formula of using stereotypical models of women highlighting their beauty and perfection. However, the evolution of advertising and the empowerment of women is generating new responses in consumers. Precisely, the purpose of this exploratory study is to identify the perception of Peruvian women on how advertising represents the ‘real woman’ in Peru in the field of beauty and personal care products. This study concludes that Peruvian women recognize that there is still a limited presence of ‘real women’ in advertising despite the widespread social demand for a change in the advertising discourse.

Author Biographies

Ximena Alomía, Peruvian University of Applied Sciences (Peru)

Ximena Alomía (U201413187@upc.edu.pe). Researcher graduated from the Peruvian University of Applied Sciences (UPC), particularly interested in research associated with advertising and its relationship with discourse. Skilled in conducting qualitative research; leading workshops; researching media, inclusion, difference, and diversity.

Francisco Arbaiza, Peruvian University of Applied Sciences (Peru)

Francisco Arbaiza (francisco.arbaiza@upc. edu.pe). University professor and researcher oriented to the study of new trends in contemporary marketing at the Peruvian University of Applied Sciences (UPC). PhD in Public Communication at the University of Navarra (Spain) and BA at the University of Piura. Particularly interested in the influence of the consumer experience in commercial communication. His current research projects include: Experiential Marketing and the profile of the new consumer in contemporary marketing; the implications of advertising discourse in branding and in the social context; and brands-consumer interaction in new digital scenarios.

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Published

2021-07-01 — Updated on 2021-07-04

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How to Cite

Alomía, X. ., & Arbaiza, F. (2021). The Perception of Lima Women about the Representation of ‘Real Woman’ in the Advertising Discourse of Beauty and Feminine Care Products . Tripodos, (50), 169-185. https://doi.org/10.51698/tripodos.2021.50p169-185 (Original work published July 1, 2021)

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Monograph