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by Carolina Escobar


advertising constantly bombards us Message attractive in form and content. Through huge posters in the streets, most recently Tele commercial Internet, advertisements are displayed that are repeated in the media mentioned.
The techniques have changed at the time of preset a product to achieve capture public attention and that consumers will buy mesmerized as entities to the supermarket or mall. Now you can see colorful commercial, funny stories that make you laugh and remember them as the Sprite, and even figures computer interact with people or sometimes these are the protagonists.


However, in areas such as cleaning or household items still remain two elements, form or style of advertising, but most concern is that has changed the focus of their messages. oacute n on advertising clearly segmented by gender?. In line with international organizations, it should be noted that in our country there is a Pick Award aimed at rewarding the notice is not sexist. This is an initiative of the Corporation for Development of Women's Residence, established in 2000 and has a dual purpose. On the one hand, rewards those sports Tele
radio advertising in new ways that contribute to focus the relationships between women and men without discrimination, and secondly to have a presence in the Ibero-American Advertising Festival (FIAP).




For its part, the National Women's Service of Chile (SERNAM) Image Award given annually to those media advertising agencies comunicacióny have excelled in promoting more positive images that show women in their diversity. However, most Chileans do not care about such things or even stop to question or analyze the way in which messages are displayed, only dealing with their routine life in which one of the main activities is going to buy the upperrmercado necessary things for the home, including food and cleaning items.



As institutions both nationally and internationally to become aware in this sense, consumers should also do so, since they are in charge of approve or reject a product and they can criticize the ads that do not seem right for their approach, typical of the last century and therefore do not represent the current reality.