Female representation in the cinema of rumberas and ficheras. Analysis of the elements of the film poster as an advertising tool.
Representación femenina en el cine de rumberas y ficheras. Análisis de los elementos del poster cinematográfico como herramienta publicitaria.
AUTHORS: Luis Gerardo Frías Gámez & Felipe Marañón Lazcano
PUBLISHED IN ISSUE: V15-n3
PUBLISHED IN ISSUE: V15-n3
ABSTRACT:
Ficheras movie represent a part of the Mexican golden cinema era. That moment where women could free themselves and assume a strong and decisive role, far removed from the submissive and selfless women’s stereotype. The advertising presented by this type of productions not only scandalized but was the object of analysis for many due to the components it handled. The present study sought to identify, through a content analysis, the elements that are presented within the advertising posters of those films in order to identify the graphic design used at that time and the female stereotypes of the protagonists. Seeking not only to promote the film but also to become , over time into an element that exposed the artistic tastes and needs of that moment setting precedents for the current era.
KEYWORDS: Advertising, Cinema, Poster, Women, Stereotypes
Ficheras movie represent a part of the Mexican golden cinema era. That moment where women could free themselves and assume a strong and decisive role, far removed from the submissive and selfless women’s stereotype. The advertising presented by this type of productions not only scandalized but was the object of analysis for many due to the components it handled. The present study sought to identify, through a content analysis, the elements that are presented within the advertising posters of those films in order to identify the graphic design used at that time and the female stereotypes of the protagonists. Seeking not only to promote the film but also to become , over time into an element that exposed the artistic tastes and needs of that moment setting precedents for the current era.
KEYWORDS: Advertising, Cinema, Poster, Women, Stereotypes
Authors
Luis Gerardo Frías Gámez: Doctoral student in Humanistic Studies with a focus on Communication and Cultural Studies at ITESM. Email: [email protected]
Felipe Marañón Lazcano: Ph.D. in Philosophy with a specialization in Political Science from the Faculty of Political Science and International Relations at UANL. Email: [email protected]
Autores
Luis Gerardo Frías Gámez: Estudiante de Doctorado en Estudios Humanísticos en la línea de comunicación y estudios culturales por el ITESM. Correo electrónico: [email protected]
Felipe Marañón Lazcano: Doctor en Filosofía con orientación en Ciencias Políticas por la Facultad de Ciencias políticas y Relaciones Internacionales de la UANL. Correo electrónico: [email protected]
Luis Gerardo Frías Gámez: Doctoral student in Humanistic Studies with a focus on Communication and Cultural Studies at ITESM. Email: [email protected]
Felipe Marañón Lazcano: Ph.D. in Philosophy with a specialization in Political Science from the Faculty of Political Science and International Relations at UANL. Email: [email protected]
Autores
Luis Gerardo Frías Gámez: Estudiante de Doctorado en Estudios Humanísticos en la línea de comunicación y estudios culturales por el ITESM. Correo electrónico: [email protected]
Felipe Marañón Lazcano: Doctor en Filosofía con orientación en Ciencias Políticas por la Facultad de Ciencias políticas y Relaciones Internacionales de la UANL. Correo electrónico: [email protected]
