Valoración de la mujer caleña entre 40 a 55 años de edad sobre dos spots publicitarios transmitidos por el canal Caracol

Abstract

In this work of research, the objective is to recognize the opinions and perception of women of ages between 40 and 55 years old who live in the comuna six of Santiago de Cali, in relation to two spots that were broadcasted on Canal Caracol back in 2018 through two focus groups. The investigation is supported by a bibliographic review about women and their role in advertising communication in massive media, also with the description of the selected spots in an advertising breakdown format. The information analyzed suggest an evident transformation of the role and female representation in massive media. Likewise, it describes findings in the female audience as spot viewers. Finally, it is proposed the creation of an entity in Colombia supported by projects and departments of research nationwide following the example of other countries, so they can regulate advertising in order to ensure and protect the rights and media representation of women in the country.