Resumo

GUAMAN GAVILANO, Lucía. Masculine Power, Women’s Rights and Feminine Image in Advertising. Punto Cero [online]. 2013, vol.18, n.27, pp.53-60. ISSN 1815-0276.

Masculine power is internalized in people’s mind since the societies have begun to be formed. But human rights have not responded to the demands of equity of the feminine, due to it has been necessary to create specific human rights for women. However, the social reality is far away from follow these rules. One way to show this situation is trough advertising. It shows stereotyped images of women, representing existing violations of these rights in the society. This article reflects on the social shaping of power that has historically ignored the rights of women

Palavras-chave : Domination; gender equality; women’s rights; advertising.

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