Estudio de caso publicitario: el empoderamiento de las divinidades femeninas y “la diosa que hay en ti” = Case study in advertising: the empowerment of female divinities and “the goddess in you”
Far from an end in the history of the gods, we witness the reproduction of updated forms of sacredness and myth. On this return of the gods stands out the awakening of female deities whose mythic matter is used as an essential construct of advertising. Commercial discourses become powerful and modern mythological and symbolic players. In this research decode the audiovisual text of the “Venus” Gillette campaign ad proposal to verify that the goddesses are back and no longer in any Olympus or Pantheon, but inside of every woman.
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