Evolución del rol de madre en la publicidad de productos de línea blanca en el Ecuador entre los años 1980 y 2020

Abstract

Advertising allows an audience to learn about a product or service through ads which are disseminated through different media whether traditional or digital facilitating the consumer's purchasing decision. In Ecuador, a technical study reveals that advertising reproduces social imaginaries that assign roles and stereotypes to men and women, with women primarily portrayed as protagonists in household ads, such as appliances. In this study, the role of women in the advertising of white goods in Ecuador from 1980 to 2020 is analyzed, with a particular emphasis on the role of mother. This focus allows to understand how the mother role has evolved over time. The results reveal a transition from a mother's role with a traditional language to a more independent role with neutral language. A qualitative methodology is employed, utilizing content analysis of advertisements to draw these conclusions.