This article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This article has been worked on a multidisciplinary approach and from a quantitative and qualitative perspective. Analysis was performed first toy market in Lima, the number of spots broadcast during the Christmas season, and then select the most emission spots and analyze how gender representations proposed. The different and complementary looks seek to understand this reality and how widespread evidence to bring these campaigns to propose new ways to build more equitable sexuality advertising.

The present paper is an approach to the construction, development and dissemination of gender roles (male and female) from the publicity established in Lima. This self-critical look at the advertising profession rather than blame wishes to describe a reality often ignored or filtered by various factors. It also proposes ways to deal with this problem facing its principal actors: Advertising, customers and especially teachers and students from different universities and institutes that apparently do not regard this as an important part of the training provided to new generations favoring perpetuation of stereotypical gender roles. For this article we have resorted to bibliographic research, analysis of advertisements and interviews with professionals who can provide different and complementary perspectives in order to understand this reality, seek consensus and pathways to a new approach ...

This article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This article has been worked on a multidisciplinary approach and from a quantitative and qualitative perspective. Analysis was performed first toy market in Lima, the number of spots broadcast during the Christmas season, and then select the most emission spots and analyze how gender representations proposed. The different and complementary looks seek to understand this reality and how widespread evidence to bring these campaigns to propose new ways to build more equitable sexuality advertising.

The present paper is an approach to the construction, development and dissemination of gender roles (male and female) from the publicity established in Lima. This self-critical look at the advertising profession rather than blame wishes to describe a reality often ignored or filtered by various factors. It also proposes ways to deal with this problem facing its principal actors: Advertising, customers and especially teachers and students from different universities and institutes that apparently do not regard this as an important part of the training provided to new generations favoring perpetuation of stereotypical gender roles. For this article we have resorted to bibliographic research, analysis of advertisements and interviews with professionals who can provide different and complementary perspectives in order to understand this reality, seek consensus and pathways to a new approach ...

La presente investigación analiza la campaña “Tú PreVIHenes” desarrollada por el Ministerio de Salud (MINSA), cuyo objetivo era prevenir la presencia de las Infecciones de Transmisión Sexual (ITS) y el Virus de Inmunodeficiencia Humana (VIH) en las mujeres de nivel socioeconómico bajo a través del uso del condón con su pareja estable (hombre). Nuestro objeto de estudio son los spots que se trabajaron para televisión abierta: “Ella domina La Redonda” y “El Testimonial de la doctora Sasieta”; centrándonos en sus efectos en Lima Metropolitana. Para ello se realizó investigación bibliográfica, análisis semiológico y del discurso, así como entrevistas a expertos. Los objetivos planteados para la investigación son describir los procesos en la generación de insights, los mensajes empleados, su desarrollo y la efectividad del recurso empleado. Los datos antes de la c...

La presente tesis de investigación propone buscar las relaciones que puedan existir entre el racismo y la aspiracionalidad en las representaciones sociales desde los mensajes que proponen los creativos publicitarios peruanos. Para ello, se considera el racismo como un fenómeno social que no ha perdido relevancia para el análisis de la realidad peruana, donde a las interpretaciones históricas y sociales se suma una mirada desde el miedo al otro (heterofobia); que marca una serie de mecanismos del racismo observables en lo social e institucional. Desde allí, surge la inquietud de analizar estas “lógicas” en un espacio como la agencia publicitaria que ha sido problematizado desde las posibles consecuencias que ocasionan sus mensajes en sus diversos receptores o el contenido de las piezas publicitarias en este tema (racismo), mas no en los mecanismos y procesos que afrontan quienes...

La presente tesis de investigación propone buscar las relaciones que puedan existir entre el racismo y la aspiracionalidad en las representaciones sociales desde los mensajes que proponen los creativos publicitarios peruanos. Para ello, se considera el racismo como un fenómeno social que no ha perdido relevancia para el análisis de la realidad peruana, donde a las interpretaciones históricas y sociales se suma una mirada desde el miedo al otro (heterofobia); que marca una serie de mecanismos del racismo observables en lo social e institucional. Desde allí, surge la inquietud de analizar estas “lógicas” en un espacio como la agencia publicitaria que ha sido problematizado desde las posibles consecuencias que ocasionan sus mensajes en sus diversos receptores o el contenido de las piezas publicitarias en este tema (racismo), mas no en los mecanismos y procesos que afrontan quienes...

The goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing these images? In this way, theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast—in a time frame of approximately 10 years—on free-to-air television, and, in some cases, from the Internet. This essay does not seek to establish a canon. On the contrary, it is aware of its limitations, but questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change.

La presente investigación analiza la campaña “Tú PreVIHenes” desarrollada por el Ministerio de Salud (MINSA), cuyo objetivo era prevenir la presencia de las Infecciones de Transmisión Sexual (ITS) y el Virus de Inmunodeficiencia Humana (VIH) en las mujeres de nivel socioeconómico bajo a través del uso del condón con su pareja estable (hombre). Nuestro objeto de estudio son los spots que se trabajaron para televisión abierta: “Ella domina La Redonda” y “El Testimonial de la doctora Sasieta”; centrándonos en sus efectos en Lima Metropolitana. Para ello se realizó investigación bibliográfica, análisis semiológico y del discurso, así como entrevistas a expertos. Los objetivos planteados para la investigación son describir los procesos en la generación de insights, los mensajes empleados, su desarrollo y la efectividad del recurso empleado. Los datos antes de la c...

The goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing these images? In this way, theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast in a time frame of approximately 10 years on free-to-air television, and, in some cases, from the Internet. This essay does not seek to establish a canon. On the contrary, it is aware of its limitations, but questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change.

The goal of this essay is to reflect on the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. Thus, the following are proposed as guiding questions: How does advertising represent Afro-Peruvians? What role does it play in maintaining or changing these images? In this way, theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast—in a time frame of approximately 10 years—on free-to-air television, and, in some cases, from the Internet. This essay does not seek to establish a canon. On the contrary, it is aware of its limitations, but questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change.

Esta investigación se centra en las promociones de venta de la categoría vitivinícola peruana y busca determinar el grado de importancia de la variedad percibida y real dentro de las acciones de promoción monetarias como las rebajas de precio y los descuentos frente a la intención de compra en los supermercados de Lima Metropolitana, donde actualmente el sector está siendo impulsado. Se profundizó en la sobrecarga de información causada por la gran variedad del vino mostrada en el estante, donde se determinó que las promociones de venta son un fuerte atractivo para que los jóvenes tomen una decisión frente a la góndola y realicen la compra final. Sin embargo, los beneficios de las acciones de promoción no serían percibidos por la complejidad frente a la elección. Asimismo, se determinaron hallazgos importantes como los hábitos de un consumidor joven, al cual no se le brin...