Advertising and female stereotypes: The Zacatecan press (1917-1931)

Abstract

The aim of this paper isto analyze the influence of the media and advertising in shaping female stereotypes in Zacatecas, in the early 20th century. It seeks to identify the changes and strategies used by publishers and advertisers to insert society into a new culture, characterized, among other things, by fashion, consumerism, comfort and physical beauty. Theoretically and methodologically, the author draws on women’s and gender studies. From the analysis, one can infer that the press was a window through which Zacatecans gradually entered public life, and advertising a space where they were turned into objects of consumerism