Scholarly record
REPRESENTATION OF FEMINITY IN ADVERTISING IMAGES: A VISUAL ANALYSIS
Abstract
Visual images in contemporary advertising significantly contribute to the way people perceive their gender identities. Gender identities are not only presented and reflected but are again resented through the interplay of various visual elements. Thus, lifestyle magazines have important role in the construction of feminity either in stereotypical or in new ways. Although various researches have shown that women are pictured in traditional modes some analyses indicate that presentation of feminity depends on various social factors as well as on the contexts in which advertisements can be “read”. However, gender images remain central to the world of advertising and most of the products are difficult to conceive without them. The aim of the study was to analyse the ways feminity is constructed through the representations of female bodies and other visual elements in women's and men's lifestyle magazines in Croatia. We also focus on the ways female body images relate to the male and to the product/service images, as well as to the advertising imagery. Therefore, the aim was to analyse how advertisements produce and manipulate with various social signifiers. Most of the advertisements are combinations of old and new representational signs of feminity. Nevertheless, interactions of gender identity, consumption, and representation have stronger and stronger impact on the promotion of vast spectrum of products to a range of consumers.
Publication Impact Profile
- Captures
- Mendeley - Readers: 5
Publication details
ReferencesPending
Structured references will appear here after the reference import pass. The count is preserved now so the scholarly record is not incomplete.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
