Social and Behavioral Sciences Commons^™

Women Creatives And Machismo In Mexican Advertising: Challenging Barriers To Success, Marta Mensa Torra, Jean Grow

College of Communication Faculty Research and Publications

This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of those working in creative departments. This is the first study focused on Mexican women creatives in advertising, highlighting the confluence of advertising women creatives and Mexican culture. Analysis reveals ten subcategories which articulate the horizontal and …