Pocas pero no solas: las mujeres creativas en la publicidad peruana

Abstract

Creativity does not depend on gender (Csikszentmihalyi, 1998), however women represent 20.3% and men 79.7% in the creative departments worldwide (Grow and Deng, 2014). This article want to know whether this phenomenon also happen in Peru and if so what the causes are. We use of GT in- depth interviews method. The results are: (1) for every 10 men there is 1 woman in the creative departments of Lima, (2) the creative director of the agency seems to encourage the sexual clichés and machismo and (3) creative women feel discriminated against by colleagues