Gender Role Stereotypes as an Ethical Resource in the Peruvian Advertising Discourse

The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders society. Nonetheless, advertising campaigns, gender remains stereotyped the roles men and women play, which can be considered harmful to society therefore unethical. Such discrepancy appears even same intervention generated by specialists who define design communication of these brands. Therefore, this study seeks identify arguments used Peruvian professionals justify use role stereotypes within discourse from an ethical perspective. A qualitative was selected as research method for study. In-depth interviews with 16 professional advertisers different areas charge producing type communication. lack knowledge about actual dimension impeded a debate leave without those believe is ethical. Professional have lost part necessary connection ethics find it hard deal dilemmas because they do not damage caused