Estereotipos masculinos que generan tendencias de consumo mediante la publicidad

Abstract

The current investigation has had different moments, in which there have been adjustments according to reaches identified by this investigation, theoretical contribution and methodical ways that have allowed formulating the next question: What are the male stereotypes that generate consumer trends through advertising? Doe to it comes from the necessity to recognize and find how the male stereotypes has been a constant medium in the construction of the communication strategies in advertising to generate interest in the consumers and create consumer trends. The investigation comes from the assumption that the male stereotypes have been a strong and a constant inspiration for the creation of communication strategies in advertising which is visible in consumer trends. For this have been used methods of qualitative instigation in which the documental analysis of the male stereotypes that was carried out in the first phase of the project has been developed in course, in this analysis Michael Kimmel and Michael Kauffman propose that the male stereotypes has been widespread by the art, the cinema and the advertising and that the male figure acquires different roles and stereotypes its aesthetic figure, in the same way identify that the advertising use this tools for the construction of communication strategies.