Mad Women: a construção da identidade da mulher publicitária nas agências de publicidade da Serra Gaúcha

Abstract

This monograph aims to analyze how advertising women are building their identity in advertising agencies of Serra Gaucha. The paper first discusses in chapter 2 the history of women in society and how their identity as a woman was built and how she entered the job market. Already in the third chapter, it discusses the history of Serra Gaucha and how it was initially the work, and how it was the woman's participation until the present day. The fourth chapter presents the analysis of exploratory and quantitative research that was based on an interview with advertising agencies of Serra Gaúcha, which sought to understand its space in the advertising market and how it was transitioned to the present time. With the accomplishment of this work, it?s concluded that the advertising women, are managing to conquer their spaces in advertising environments, but can?t admit, in a general scope, the female leadership exists, but ends up inferiorizing the male leadership, and they shut up for unfavorable factors of the agencies and that the discrimination by males in relation to women, turns out to be a natural sociocultural manifestation for women working within the advertising agencies (sic).