Resumo

SEGUI LEON, Gladys Caridad. Commercial Advertising in Cuba ... the Return to the 50s. Estudios del Desarrollo Social [online]. 2018, vol.6, n.2, pp. 38-51. ISSN 2308-0132.

The article presents an analysis of the advertisements in the yellow pages of the telephone directory of the Telecommunications Company of Cuba (ETECSA) of the non-state sector in the western region of Cuba, from its inclusion in the year 2013 until 2018. It analyzes the presence of exclusive proposals for an elitist sector of Cuban society where in some cases the sexualization of girls in adolescent ages is shown. As a result, it is obtained that the photos and the ads that are shown are somewhat different from the Cuban woman of our day and the Cuban reality. It assesses the need that advertising must also be managed to defend cultural values and show aspects of the Cuban culture.

Palavras-chave : advertising; Cuban society; non-state sector.

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