Advertising communication ante the negotiation of identity:The interaction between the Mexican housewives and the television ads

Abstract

This paper presents a brief overview of an empiric study that aims to understand the role of advertising communication in the process of identity self-conformation of the Mexican housewives that lives in México City.  Particularly, we have focused our attention in studying the specific interaction between these women and the television ads as an important source of meaning and identity referents to build their selves. We have intended to identify the way in which the female housewives relate to the televised advertising, so that we can visualize its role in the continued process of sel-perception. In Mexico, as in many places around the world, the globalized market and the advertising industry think of the female women as an important TV audience, and as key target in the domestic-family context. Important decision takers, they are exposed to an infinity of advertising messages especially thought to persuade them to consumption. Our specific interest in the housewives subjectivity and individual identity comes precisely from the disenchantment that generates the reduced conception of the women as only a target. It´s not necessary to clear that they are much more than just that.