Advertising translation and gender stereotypes: the case of Vanish

In the globalised and mass communication days, in which Western elites impose information flows from the centre to the periphery, mass media and advertising homogenise population groups and fix gender stereotypes. A contrastive study of a case based in European advertising campaigns will show how these identities are settled through representation mechanisms of men and women characters, as well as to which extent the translation of certain ideologies may contribute to eradicate the symbolic violence perpetuated by these narratives.