Resumen

HENRIQUEZ MERIDA, María Laura. Critical analysis of implicit gender discourse on publicity, Study Case: Spot Fino for Mother's Day in Bolivia 2015. Study and sensing semiologic. Rev. aportes de la comunicación [online]. 2016, n.21, pp.23-34. ISSN 2306-8671.

Within a patriarchal society exist chauvinistic behaviors and attitudes that reinforce and perpetuate the hierarchical social structure in which men exert power and control over women and these power relationships are validated by public and private institutions. The objective of this investigation is to analyze the gendered discourse implicit in Fino's Mother's Day commercial in Bolivia, 2015, from an academic standpoint. For this purpose, a semiotic analysis and a study of perception were carried out based on a structural and actantial analysis of the commercial and a study of perception of the target audience in three focus groups. Fino's Mother's Day commercial in Bolivia, 2015, called "A Tribute to Women Who Decided to Be Mothers", normalizes and reinforces the patriarchal social structure since it presents clearly defined gender roles: the female protagonist functions solely within the private space of the home and renounces other aspects of her life in order to dedicate herself to the roles of mother and wife; maternity is príoritized above paternity since the latter is shown as secondary or even nonexistent. Regarding the women that participated in the focus groups, we can see that women between the ages of 19 and 28 showed a low degree of identification with the commercial and considered it old fashioned; the women between 28 and 44 years of age felt no identification with the commercial and expressed displeasure since they considered that the commercial reinforced stereotypes and ideas that limit women to home related and child rearing tasks.

Palabras clave : Gender; gender roles; feminism; patriarchy; collective imaginary; cultural studies.

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