The female paradox in advertising: Strategic talent or invisible skill?

Abstract

This study investigates the gender paradox in the advertising industry, exploring whether women develop distinctive skills and competencies and whether these are perceived and valued. The main objective is to analyze the intersection between gender, professional perception, and academic training in the sector, contrasting the experiences of professionals with more than a decade of experience with the expectations of Advertising and Public Relations students. The methodology combines quantitative and qualitative techniques. In the quantitative phase, a survey is conducted among students to analyze their perceptions regarding gender advantages, the influence of gender on campaigns, and their professional aspirations. The qualitative phase consists of interviews with female professionals with over 10 years of experience, delving into their experiences and perceptions on the same topics. The study identifies four key aspects: students exhibit skepticism about gender advantages, while professionals acknowledge opportunities linked to socio-emotional skills. Regarding the relationship between gender and campaign outcomes, students do not establish a direct connection, unlike professionals. Students highlight skills such as responsibility and creativity, whereas professionals emphasize soft skills like empathy. Finally, students' professional aspirations contrast with existing barriers to female leadership. The analysis reveals that women' potential in the advertising industry remains underestimated. While students acquire skills aligned with the sector's needs, the structural framework of advertising does not provide adequate means to enhance and showcase those abilities.