The Absence of creative women as judges in advertising awards : a case study of El Sol (1998-2008)

摘要

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.