{"id":78339,"date":"2019-03-05T14:46:30","date_gmt":"2019-03-05T12:46:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=78339"},"modified":"2019-03-05T14:46:30","modified_gmt":"2019-03-05T12:46:30","slug":"las-mujeres-mal-representadas-en-los-anuncios","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78339","title":{"rendered":"Las mujeres, mal representadas en los anuncios"},"content":{"rendered":"<figure id=\"attachment_78340\" aria-describedby=\"caption-attachment-78340\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78340\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/consumidores.jpg\" alt=\"Los hombres tienen un 38% m\u00e1s de probabilidades de ocupar un lugar destacado en los anuncios que las mujeres, seg\u00fan Kantar.\" width=\"690\" height=\"473\" \/><figcaption id=\"caption-attachment-78340\" class=\"wp-caption-text\">Los hombres tienen un 38% m\u00e1s de probabilidades de ocupar un lugar destacado en los anuncios que las mujeres, seg\u00fan Kantar.<\/figcaption><\/figure>\n<p><strong>A falta de pocos d\u00edas para la celebraci\u00f3n del D\u00eda Internacional de la Mujer (el 8 de marzo), algunos eventos mundiales como el norteamericano #MeToo\u00a0o el nacional #YoS\u00edTeCreo vuelven a protagonizar portadas de peri\u00f3dicos, informativos televisivos o redes sociales. <\/strong><\/p>\n<p>La industria de la <strong>publicidad <\/strong>es uno de los sectores que a\u00fan <strong>no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.<\/strong> De hecho, los hombres tienen un <strong>38% m\u00e1s de probabilidades<\/strong> de ocupar un lugar destacado en los anuncios que las mujeres, seg\u00fan los resultados del \u00faltimo informe de <strong><a href=\"http:\/\/www.millwardbrown.com\/es\/\">Kantar Millward Brown<\/a> (\u2018AdReaction, getting gender right\u2019),<\/strong> que busca comprender c\u00f3mo se siente el p\u00fablico con respecto a las cuestiones de g\u00e9nero.<\/p>\n<p>Los consumidores est\u00e1n de acuerdo de que las mujeres est\u00e1n mal representadas en los anuncios publicitarios, <strong>cerca de la mitad de los entrevistados\u00a0<\/strong>a nivel mundial lo consideran<strong>, <\/strong>lo que se contradice con la opini\u00f3n del 91% de los profesionales del sector de la publicidad que s\u00ed afirman hacerlo de forma correcta.<\/p>\n<p>Kantar se\u00f1ala que aquellas <strong>empresas que no est\u00e1n apostando por estrategias igualitarias <\/strong>o no se dirigen a las mujeres est\u00e1n perdiendo<strong> 9.000\u00a0 millones en valor de marca a nivel mundial. <\/strong>Por su parte, las compa\u00f1\u00edas que s\u00ed lo est\u00e1n ejecutando valen m\u00e1s, con un promedio de 20.6000 millones, frente a los 16.100 millones de las marcas con sesgo femenino y los 11.5000, masculino.<\/p>\n<h2><strong>El papel autoritario genera ventas<\/strong><\/h2>\n<p>Los anuncios siguen siendo <strong>estereotipados,<\/strong> la gran mayor\u00eda de ellos muestran a las mujeres en <strong>papeles \u201ccari\u00f1osos\u201d o \u201cagradables\u201d<\/strong>, frente a un peque\u00f1o 6% de los spots que incluye un rol <strong>\u201cautoritario\u201d<\/strong>. Cabe destacar que los <strong>personajes femeninos con un rol de autoridad funcionan mejor que el resto<\/strong>, ya que no solo tiene una respuesta positiva en la sociedad sino que genera m\u00e1s <strong>ventas a corto plazo<\/strong> debido a su alta <strong>credibilidad y persuasi\u00f3n.<\/strong><\/p>\n<p>Sin embargo, Kantar afirma que \u201cla creaci\u00f3n de anuncios basados en el g\u00e9nero es menos necesaria de lo que tradicionalmente se cree. <strong>Los buenos anuncios suelen ser buenos para todos y los malos son malos para todos<\/strong>, independientemente del sexo al que se quiera impactar\u201d.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A falta de pocos d\u00edas para la celebraci\u00f3n del D\u00eda Internacional de la Mujer (el 8 de marzo), algunos eventos<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2819],"class_list":["post-78339","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-anuncios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las mujeres, mal representadas en los anuncios - IPMARK<\/title>\n<meta name=\"description\" content=\"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=78339\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las mujeres, mal representadas en los anuncios - IPMARK\" \/>\n<meta property=\"og:description\" content=\"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=78339\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-05T12:46:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/consumidores.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"Las mujeres, mal representadas en los anuncios\",\"datePublished\":\"2019-03-05T12:46:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339\"},\"wordCount\":410,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/03\\\/consumidores.jpg\",\"keywords\":[\"anuncios\"],\"articleSection\":[\"Marcas\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=78339\",\"name\":\"Las mujeres, mal representadas en los anuncios - IPMARK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/03\\\/consumidores.jpg\",\"datePublished\":\"2019-03-05T12:46:30+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=78339\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=78339#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Las mujeres, mal representadas en los anuncios\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Las mujeres, mal representadas en los anuncios - IPMARK","description":"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=78339","og_locale":"es_ES","og_type":"article","og_title":"Las mujeres, mal representadas en los anuncios - IPMARK","og_description":"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.","og_url":"https:\/\/ipmark.com\/?p=78339","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2019-03-05T12:46:30+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/consumidores.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=78339#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=78339"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"Las mujeres, mal representadas en los anuncios","datePublished":"2019-03-05T12:46:30+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=78339"},"wordCount":410,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=78339#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/consumidores.jpg","keywords":["anuncios"],"articleSection":["Marcas"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=78339","url":"https:\/\/ipmark.com\/?p=78339","name":"Las mujeres, mal representadas en los anuncios - IPMARK","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=78339#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=78339#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/consumidores.jpg","datePublished":"2019-03-05T12:46:30+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"La industria de la publicidad es uno de los sectores que a\u00fan no retrata de forma igualitaria a las mujeres en sus campa\u00f1as.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=78339#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=78339"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=78339#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=78339#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Las mujeres, mal representadas en los anuncios"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/78339","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=78339"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/78339\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=78339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=78339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=78339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}