Abstract
Raised their children, created revolutions, they have taken off, but it seems they do not want to create advertising campaigns. This paper investigates the fact that there is a significant mismatch between the number of men and women in creative departments of advertising agencies in Porto Alegre / RS, as well as in the classrooms of undergraduate degree in Advertising from ESPM Sul, the from the hypothesis of the institutionalization of roles in the workplace, especially within agencies. The central focus of our proposal is to identify mechanisms that legitimize the advertising creation as male role place, setting the sexual division of labor in the advertising universe.
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