Análisis semiótico y de contenido de la publicidad Sprite Las mujeres lloran por todo” en torno a la construcción de estereotipos femeninos,

Abstract

This article addresses the construction of female stereotypes and gender discrimination represented in Sprite advertising; "Women cry for everything", as a unit of semiotic analysis, by understanding: The analysis of the symbolic representation of women in such advertising, and the identification of stereotypes that characterize it as a vulnerable being or put it in a situation of inequality with men, thus determining the relationship of content with the symbolic construction of advertising based on female stereotypes. The theoretical reflection that supports the analysis revolves around Symbolic Interactionism, gender, sexism, advertising, the contributions of the Palo Alto School and the perspective of Erving Goffman, since these theories stand out for considering communication as an interaction social endowed with meanings. These foundations are complemented by the methodological framework, which seeks the reflective and critical analysis of the aforementioned theoretical concepts through the methods, techniques, and finally the research design. The methodological orientation used (qualitative) allows the collection of information and the description of social reality based on observation of daily life. The study of “women cry over everything” allows us to understand the process of assigning meanings to words, turning them into signs, and allows us to identify the facts of communication in social interaction; elements with which we can develop the analysis of the object of study.