La publicidad comercial y sus riesgos - normalizando estereotipos
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2024-05-29
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Pontificia Universidad Católica del Perú
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El presente trabajo académico busca realizar un análisis de cómo es que la publicidad
comercial puede llegar a perpetuar estereotipos de todo género a partir de cómo es que se
encuentra representada, el mensaje que intenta transmitir y los recursos que son utilizados.
Para ello, se traerá a colación ejemplos de casos en los cuales se ha llegado a materializar
esta perpetuación de estereotipos y cómo es que estos afectan los derechos de los grupos
protagonistas de las controversias. Esto en el sentido de que el control ex post de la publicidad
no se erige como una alternativa eficiente para la protección de los derechos de los grupos
afectados y existe un peligro en la demora, puesto que este tipo de publicidad infractora del
ordenamiento puede permanecer al aire por mucho tiempo antes de poder ser retirada y así
poner fin al daño silencioso pero inconmensurable que puede llegar a generar dentro de
nuestra sociedad hasta el punto de que el público receptor considere este tipo de publicidad
como inofensiva. Momento en el cual la afectación de derechos y perpetuación de
estereotipos a través de la publicidad comercial se dará por normalizada.
This academic work seeks to carry out an analysis of how commercial advertising can perpetuate stereotypes of all kinds based in how it is represented, the message it tries to convey and the resources that are used. For this, we will bring up examples of cases in which this perpetuation of stereotypes has materialized and how these affect the rights of the groups that are the protagonists of the controversies. This in the sense that the ex post control of advertising does not stand as an efficient alternative for the protection of the right of the affected groups and there is a danger in delay, since this type of advertising that violates the law can remain on air for a long time before it can be withdrawn and put an end to the silent but immeasurable damage it can generate within our society to the pint that the public can consider this type of advertising as harmless. Moment in which the infringement of rights and perpetuation of stereotypes through commercial advertising will be considered normalized.
This academic work seeks to carry out an analysis of how commercial advertising can perpetuate stereotypes of all kinds based in how it is represented, the message it tries to convey and the resources that are used. For this, we will bring up examples of cases in which this perpetuation of stereotypes has materialized and how these affect the rights of the groups that are the protagonists of the controversies. This in the sense that the ex post control of advertising does not stand as an efficient alternative for the protection of the right of the affected groups and there is a danger in delay, since this type of advertising that violates the law can remain on air for a long time before it can be withdrawn and put an end to the silent but immeasurable damage it can generate within our society to the pint that the public can consider this type of advertising as harmless. Moment in which the infringement of rights and perpetuation of stereotypes through commercial advertising will be considered normalized.
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Palabras clave
Roles sexuales, Publicidad--Aspectos legales, Mujeres--Aspectos morales y éticos