The Representation of Women in Chilean Advertising: Changes and Continuities in the Context of the Establishment of a Consumer Culture (1980–2013)

Abstract

This paper comparatively analyses the representation of women in Chilean print advertising in 1980 and 2013, years that represent the beginning and consolidation of a modernisation process, in which consumption became one of the main axes of social life and advertising, a major actor in the public space. Notwithstanding the far-reaching process of modernisation and the major transformations in Chilean society, advertisements in 2013 still depict stereotypical gender representations. For example, women assume passive roles that do not reflect their growing independence as a result of their integration into the labour market.