Estereotipos de belleza femenina en publicidad y afectación en jóvenes del Ecuador Aplicación de la Ley Orgánica de Comunicación en el ámbito publicitario

摘要

This article presents the conclusions of the process of investigation: how advertising indirectly influences the way women think and act according to the stereotype of female gender. It often shows woman as a sexual objects for commercial ends. This is very commonplace in our society, where gender stereotypes are present in many different media. The introduction of the new Communications Law has imposed regulations to publicity, which has generated controversy in the world of the Ecuadorian advertising. This thesis focuses on a comprehensive analysis of the application of the new law. In addition it investigates the effects that can cause these stereotypes of the female image. The impact and effects produced by these stereotypes are many and especially effect the young.