Women and Advertising. They speak: advertising creatives regarding their profession and representation in campaigns. Femvertising

Authors

DOI:

https://doi.org/10.31637/epsir-2025-1884

Keywords:

advertising, women communication, creativity, femvertising, gender, agency, sexism

Abstract

Introduction: This paper deals with the role of advertising creative women in the sector, to know their opinion about equality in the profession and their interest and involvement in creating a more egalitarian profession, as well as an egalitarian and non-stereotyped creative message. Women have been studied in advertising in how they are represented in each campaign, the image they are given in each photograph, ... but never before what creative women think about their own representation. Methodology: the empirical part is developed through an in-depth interview with Susana Pérez, creative and President of the association “more creative women”, and a survey of creative women seeking their opinion on equality in agencies, on their knowledge of femvertising and their intention to comply with it. Results: There is an intention for parity in the profession, but not so much in the elaboration of creative messages based on femvertising. Discussion: Need for training in advertising and equality to understand the importance and power of the message in this case. Conclusions: Women suffer discrimination in the advertising sector and advertising creativity, causes that they are already trying to solve, while they do not give so much importance to impose femvertising.

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Author Biography

Teresa Gema Martin Casado, University of Valladolid

Dr. Communication and Advertising (UCM-2010) Associate Professor, University of Valladolid. Lecturer in Advertising Creativity in Degree in Advertising and PR; in Master's Degree in Communication for Social Purposes (UVa) and in Communication Management in Master's Degree in Film and Film Product Communication (UVa). Member of the Chair of Gender Studies (UVa). Meninas Prize awarded by the Government of Spain in 2023 for her work in equality and against Gender Violence for the ComMujeres project created in 2018, which seeks greater prominence and presence of women in the digital environment. Author of articles on women in advertising, Creativity, women in social networks and Manual against gender violence in media and advertising.

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Published

2025-02-28

How to Cite

Martin Casado, T. G. (2025). Women and Advertising. They speak: advertising creatives regarding their profession and representation in campaigns. Femvertising. European Public & Social Innovation Review, 10, 1–15. https://doi.org/10.31637/epsir-2025-1884

Issue

Vol. 10 (2025)

Section

INNOVATING IN GENDER CONCEPT

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Copyright (c) 2025 Teresa Gema Martin Casado

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