¿Qué sabemos de la femvertising? Una revisión sistemática de la literatura
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https://doi.org/10.7764/cdi.56.61527Palabras clave:
femvertising; feminismo; publicidad; propósito; marca; estereotipos de género; empoderamiento de la mujerResumen
El artículo presenta una revisión sistemática de la literatura sobre la femvertising, esto es, la tendencia publicitaria que busca empoderar a la mujer y desafía a los estereotipos de género. Esta tendencia surge como respuesta a la demanda de la sociedad de que las marcas vinculen su propósito con la igualdad de género y diseñen comunicaciones persuasivas con las que las mujeres se sientan identificadas. El objetivo es desarrollar una revisión crítica de la literatura académica que sirva como base sólida para conocer las principales aproximaciones teóricas, temas recurrentes y debates sobre femvertising a partir del análisis de una selección final de 47 artículos científicos obtenidos principalmente de la explotación de las bases de datos Web of Science y Scopus en el periodo 1960-2021. Entre los temas más recurrentes en femvertising, el artículo destaca la interseccionalidad, el deporte, la sexualidad femenina y las dimensiones de poder y muestra cómo, a medida que proliferan los anuncios de esta tendencia publicitaria, se abren nuevos debates sobre su autenticidad, su implicación con el feminismo, el impacto emocional que provoca y su relación con la responsabilidad social corporativa (RSC). Las autoras destacan la relevancia actual de la femvertising y acaban recomendando su uso, pese a su carácter ambivalente y comercial, como herramienta para contribuir a la erradicación de los estereotipos de género tradicionales y a la construcción de una mirada crítica en las personas consumidoras.
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