Abstract

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.

Abstract

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 in advertising and gender.