En los últimos años, ha surgido una nueva tendencia por crear publicidad que busca difundir mensajes profeministas para romper con los estereotipos tradicionales de la mujer, generando un retrato realista e inspirador para ellas. En esta investigación, se buscó analizar cuál es la percepción que tiene la mujer peruana sobre este tipo de publicidad denominada femvertising. Se analizaron dos spots publicitarios para examinar las características del femvertising. De esta manera, se identificaron los elementos de los spots publicitarios de las marcas Dove y Avon que estén bajo la línea de la teoría del femvertising. Asimismo, se entrevistó a 30 de mujeres para indagar con cuáles elementos se sintieron identificadas. Se profundizó en el concepto de belleza de las mujeres y cómo percibían su propia belleza. Finalmente, se determinó cuáles fueron las posiciones que manejaban con respecto a este tipo de publicidad. Los resultados demostraron que ambos spots publicitarios cumplen con las características del femvertising; sin embargo, la publicidad que tuvo mejor aceptación fue aquella que mostró a mujeres con una apariencia más cotidiana y vestimenta casual. Se concluye que las mujeres de esta muestra consideran que este tipo de publicidad tiene limitaciones; pese a ello, opinan que se debe seguir difundiendo y desean ver que las empresas muestren con sus mensajes que realizan acciones que respalden al movimiento.Over the past few years, a new trend has emerged to create advertising that seeks to spread pro-feminist messages to break with traditional stereotypes of women, generating a realistic and inspiring portrait for them. In this research, we wanted to analyze the perception that Peruvian women have of this type of advertising called femvertising. Two advertising spots were analyzed to examine the characteristics of femvertising. In this way, the elements of the advertising spots of the Dove and Avon brands that are under the line of the femvertising theory were identified. Likewise, 30 women were interviewed to find out which elements of these posts they identified with. The concept of beauty of women and how they perceived their own beauty was explored too. Finally, it was determined which were the positions that they had about this type of advertising. The results showed that both commercials met the characteristics of femvertising; however, the advertisement that was most accepted showed women with a more everyday appearance and casual dress. It is concluded that this group of women consider that this type of advertising has its limitations. Despite that, it must continue to be disseminated and they want to see that the companies show their messages by taking actions that support their movement
