Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

Antonia Montes

doi:10.14198/fem.2021.38.07

Autores/as

Antonia Montes Universidad Alicante, Alicante, España https://orcid.org/0000-0001-7933-5775

DOI:

https://doi.org/10.14198/fem.2021.38.07

Palabras clave:

Discurso publicitario, Posfeminismo, Estereotipos de géneros, Retro-sexismo, Igualdad de género

Resumen

En la publicidad prevalecen los estereotipos femeninos negativos y la representación de las mujeres en roles sociales tradicionales, ligados a actividades y ocupaciones domésticas. Los anunciantes creen que la utilización de los planteamientos posfeministas para sus propios fines es una estrategia publicitaria eficaz. Este artículo analiza la apropiación del discurso posfeminista con el objetivo de mostrar cómo se representan los estereotipos y clichés femeninos negativos e incluso degradantes. También se examina cómo se construye un imaginario retro-sexista en el discurso de la publicidad. Se realiza, desde una perspectiva del discurso crítico feminista (Lazar, 2005, 2007), un estudio de caso de la marca de relojes de lujo IWC. Se concluye que la publicidad perpetúa las visiones erróneas sobre el rol de la mujer en la sociedad y refuerza los estereotipos femeninos negativos y degradantes mediante la construcción de un universo retro-sexista en el imaginario colectivo y dificulta el progreso hacia la igualdad de género.

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