Resumen

ROJAS PADILLA, Carlos Alberto et al. Publicidad impresa con imágenes femeninas sensuales en la ciudad de sucre, un análisis de género. Investigación y Negocios [online]. 2016, vol.9, n.14, pp.112-124. ISSN 2521-2737.

Through research, we seek to establish the perceptions of male and female audiences in the city of Sucre, in the regular and increasing exposure of media companies are used to output images (sensual) naked and half-naked, since trial equipmentaftermakingdirectobservationofthistypeofadvertising research was ¡dentified, which is emphasizing more the aesthetic appearance embodied in the female figure, ignoring in many cases advertising ethics. The reactions, opinions, perceptions and beliefs of men and women constitute the basis of analysis of the research, as the media and supports using print advertising, broadcast and exhibition exceeded etareas barriers, social, economic and cultural, so that it constitutes an important aspect of the research objectively measure the effect resultingf rom exposure tothistypeof advertisingelementsinconsumerbehavior men and women, what is the role of women in regarding perceived by the target population. Often in ourgeographical context, shows images of beautiful women in ads, which in most cases are not related to the product you want to sell. According to the approach of this research is to establish whether the operation of the sensuality of women used in advertising, in addition to achieving the marketing objectives of a particular brand promotes unintentionally different secondary reactions of their purposes, derived fantasies and desires, as currently advertising and exposes introduces us to a woman image below valued and with a single mission of "Seduce". In many cases the advertising languageprint media used by companies in the city of Sucre, is inf luenced by a high sexual component appears as a bonus for buying a product. The use of the image of women as an element of persuasion to lead the public interest in a particular product, in orderto promoteconsumption, generally using attractive models, highlightingthegenderstereotypeof women.

Palabras clave : Advertising; stereotypes; advertising aesthetics; advertising ethics; persuasion; cleaving.

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