ResumenLa publicidad utiliza estereotipos para facilitar la comprensión y aceptación de sus mensajes. Pero el uso de estereotipos de género contribuye a perpetuar la discriminación hacia las mujeres, ya que proceden de un sistema patriarcal histórico que atribuye a cada sexo funciones específicas, que en el caso de las mujeres se reducen al ámbito de la reproducción. La multiplicación de impactos reiterando estos estereotipos influye en la mentalidad social que, a pesar de los cambios legales, sigue asumiendo como naturales esas diferencias. Las políticas públicas están dirigidas a suprimir las barreras que impiden la igualdad real. El Instituto de la Mujer, a través del Observatorio de la Imagen, persigue transformar esas pautas de comunicación hacia un modelo que respete la dignidad y los derechos de las mujeres. Palabras clave: Derechos de las mujeres, discriminación, estereotipos de género, igualdad real, Instituto de la Mujer, Observatorio de la Imagen, publicidad. AbstractAdvertising uses stereotypes to make their messages easier to understand and accept. But the use of gender stereotypes contributes to perpetuate women discrimination, because they come from a historical patriarchal system that attributes to each sex specific roles, which in the case of women are limited to the reproduction field. The numerous impacts repeating these stereotypes influence the social mentality and, in spite of the legal changes, people continue to accept as natural those differences. The aim of public policies is to eradicate the obstacles for a real equality. The Women Institute, through the Image Observatory, intends to modify these forms of communication to other model that respect the rights and dignity of women.
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