El diseño gráfico popular y los estereotipos de género en el sector de la moda femenina de San Victorino, Bogotá Colombia.

Bibiana Rios; Juana Valentina García Cañon; Marvy Virany Rincón Hernández

doi:10.24310/idiseo.20.2025.22097

Authors

Bibiana Rios Universidad ECCI Colombia https://orcid.org/0000-0001-7956-9184
Juana Valentina García Cañon Universidad ECCI Colombia https://orcid.org/0000-0001-8179-9130
Marvy Virany Rincón Hernández Universidad ECCI Colombia

DOI:

https://doi.org/10.24310/idiseo.20.2025.22097

Keywords:

Popular graphic design, outdoor advertising, gender stereotypes, popular culture

Abstract

This study examines the variables of popular graphic design and their relationship with gender stereotypes in outdoor advertising for women's fashion retail establishments in Bogotá. A qualitative approach was used to analyze the visual elements present in one of the city's most representative urban settings. San Victorino is characterized as an oversaturated and chaotic environment, filled with a unique visual entropy marked by the use of colors, shapes, and images that reflect social and cultural exchanges, as well as, among other things, the resistances and visual expressions linked to gender stereotypes conveyed through commercial, advertising, and graphic design imagery. The article concludes by presenting variables and characteristics of popular graphic design in this sector, as well as its relationship with gender stereotypes.

Downloads

Download data is not yet available.

Publication Facts

This article

Author statements

Data availability

N/A

16%

External funding

N/A

32%

Competing interests

N/A

11%

This journal

Other journals

Articles accepted

21%

33%

Days to publication

175

145

Indexed in

—

Editor & editorial board: profiles
Academic society: N/A
Publisher: Universidad de Málaga

Author Biographies

Juana Valentina García Cañon, Universidad ECCI

Marketing and Advertising program student, I am part of the Crhomantis Research Group, which focuses on design and advertising.

Marvy Virany Rincón Hernández, Universidad ECCI

Marketing and Advertising program student, I am part of the Crhomantis Research Group, which focuses on design and advertising.

References

Acosta, J. (2024, 28 octubre). La importancia de San Victorino para el comercio minorista en Bogotá. Portafolio.co. Https://www.portafolio.co/negocios/comercio/la-importancia-de-san-victorino-para-el-comercio-minorista-en-bogota-616331?Utm_source=chatgpt.com

Davies, D. (2025). The regulation of gender stereotypes in media and advertising. Journal of Gender Studies, 34(2), 123–138. https://doi.org/10.1234/jgs.2025.03402

Galindo Flores, E., González Castañeda, M., & Rodríguez Medina, D. (2021). La gráfica popular, un referente de la identidad del diseño gráfico mexicano. Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, (101), 90-105.

Guil Bozal, A. (1999). El papel de los arquetipos en los actuales estereotipos sobre la mujer. Comunicar (1999, p. 95-100).

Heller, E. (2004). Psicología del color: Cómo actúan los colores sobre los sentimientos y la razón (7.ª ed.). Gustavo Gili.

Kilbourne, J. (2010). Can't Buy My Love: How Advertising Changes the Way We Think and Feel [Documental]. Media Education Foundation.

Linares, Y. B. (2020). La cultura en un mundo global:¿ uniformización o diversificación?. Análisis: revista colombiana de humanidades, 52(97), 287-306.

Meadows, B., Atkinson, A., & Sumnall, H. (2024). 'Just a colour?': Exploring women's relationship with pink alcohol brand marketing within their feminine identity making.. The International journal on drug policy, 125, 104337 . https://doi.org/10.1016/j.drugpo.2024.104337.

Moreno, A. (2015). Publicidad popular en Bogotá. Una mirada a la gráfica de las tiendas de barrio en la ciudad. e-ikon (2), 89-99

Advertising. . https://doi.org/10.4324/9781003336037.

Necula, L. (2023). GENDER-ING ADVERTISEMENTS: TROPING THE FEMALE BODY. 10th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS Proceedings 2023. https://doi.org/10.35603/sws.iscss.2023/s10.45.

Paterson, L. (2018). Designer Pussy: The Role of Graphic Design as an Arbiter of Gender Representation. , 43-67. https://doi.org/10.1007/978-3-319-70660-3_4.

Riska, A., Adha, R., & Suheri, D. (2024). A SEMIOTIC ANALYSIS IN WARDAH COSMETIC ADVERTISEMENT STRATEGY. Lingua. https://doi.org/10.34005/lingua.v20i2.4129.

Roth-Cohen, O., Kanevska, H., & Eisend, M. (2022). Gender roles in online advertising. Journal of Gender Studies, 32, 186 - 200. https://doi.org/10.1080/09589236.2022.2102970.

Sleptsova, I., & Chesnokova, E. (2023). Vernacular museum: toward the definition of the concept. Etnograficheskoe obozrenie.https://doi.org/10.31857/s0869541523060076.

Stroessner, S., Benitez, J., Perez, M., Wyman, A., Carpinella, C., & Johnson, K. (2020). What's in a shape? Evidence of gender category associations with basic forms. Journal of Experimental Social Psychology, 87, 103915. https://doi.org/10.1016/j.jesp.2019.103915.

Subaih, R., Saada, M., Elhefnawy, H., Abdelkareem, S., Hassabo, A., & Elemam, Y.

(2024). Color Theory and Semiotics: Exploring the Relationship Between Visual Semiotics and Color. Journal of Textiles, Coloration and Polymer Science. https://doi.org/10.21608/jtcps.2024.259782.1322.

Tamayo Serna, J. D. (2022). Cotidianidad extruida: verticalización de las dinámicas de la calle en relación a las fachadas de San Victorino.

Veludo-De-Oliveira, T., Shinoda, L., & Pereira, I. (2020). Beyond gender stereotypes: the missing women in print advertising. International Journal of Advertising, 40, 629 - 656. https://doi.org/10.1080/02650487.2020.1820206.