The Absence of Creative Women as Judges in Advertising Awards: a Case Study of El Sol (1998-2008)

Abstract

This study examines the issue of the absence of women in advertising creative jobs by observing their presence as members of the juries of the El Sol Iberoamerican Festival of Advertising Communication. The juries were analyzed according to their professional occupation, the categories they award prizes to and the fields in which they work. The findings revealed that, despite an increase between 2004 and 2008, the real presence of women is low, as women make up only 16.67% of jury members. Such underrepresentation is bound to alter the general concept of “what’s creative”. Hence, hiring more women as jury members is recommended. Key words: advertising, creativity, gender, woman, awards, El Sol. Aquest estudi tracta l’absència de dones treballant com a creatives publicitàries observant la seva presència com a membres del jurat de El Sol: Festival Iberoamericano de la Comunicación Publicitaria. Els jurats van ésser analitzats segons la seva ocupació professional, les categories que premiaven i els camps on treballaven. Els resultats van mostrar que, tot i que va créixer entre 2004 i 2008, la presència real de dones és baixa, essent dones un 16.67% dels membres del jurat. S’observa com aquesta baixa representació pot alterar la concepció general de “què és creatiu”. Per tant es recomana incloure més dones com a jurat. Paraules clau: publicitat, creativitat, gènere, dona, premis, El Sol.

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