“Now I can see”: creative women fight against machismo in Chilean advertising

Author:

Mensa Marta,Grow Jean M.

Abstract

Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people who hire creative talent into the advertising agencies and prefer men, which continues throughout women’s careers. Originality/value While there are numerous studies of advertising creative women in North American and European agencies, there are few on creative women in South American and virtually none on creative women in Chilean agencies.

Publisher

Emerald

Subject

Business, Management and Accounting (miscellaneous),Gender Studies

Reference79 articles.

1. ACHAP (2020), “Chilean association of advertising agencies”, available at: www.achap.cl (accessed 20 October 2020).

2. Aproximación socio-histórica y psicoanalítica del machismo y sexismo;Boletín Científico de la Escuela Superior Atotonilco de Tula,2021

3. Gender comparisons in mother-child emotion talk: a meta-analysis;Sex Roles,2020

4. Ranking de publicidad en iberoamérica: ¿cuáles son las principales agencias?;Opción: Revista de Ciencias Humanas y Sociales,2016

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