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GENDER-ING ADVERTISEMENTS: TROPING THE FEMALE BODY

Lidia Mihaela Necula

First published: 2023https://doi.org/10.35603/sws.iscss.2023/s10.45View metrics

Abstract

One of the most compelling of all cultural and economic institutions, advertising is a genuine entertainer whose dramatic performance allows for the intrinsic and interdependent relationship between representational, interactive and compositional meanings. Traditional portrayals of the female body in advertising have been heavily relying on non-verbal modes generating a multiplicity of problematic messages co(n)textualized by extra-linguistic features that interact within the cognitive environment of the target audiences with a view to ultimately troping and exploiting the female body for commercial purposes. From the sexualization of women’s bodies, to the use of unrealistic and idealized body standards that promote narrow beauty ideals, to the fragmentation and the dismembering of the female body, or to the technique of retouching and digital manipulation, the current paper looks into tropes used in advertising (viz. metaphors, metonymies, euphemisms, irony and humour) in a selection of gender-ing ads (both vintage and modern) mediating the female body figure.

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Publication details

Title
GENDER-ING ADVERTISEMENTS: TROPING THE FEMALE BODY
Authors
Lidia Mihaela Necula
Proceedings
Proceedings of 10th SWS International Scientific Conference on Social Sciences - ISCSS 2023
Publisher
SGEM WORLD SCIENCE (SWS) Scholarly Society
Year
2023
Pages
611-622
SWS Citekey
Necula202310111
ISSN
2682-9959
ISBN
978-3-903438-06-4
Language
en
Publication type
Proceedings Paper
Keywords
advertisementsgender-ingsexualizationbody standardsbody fragmentationbody dismemberingretouchingdigital manipulationmultimodalityrepresentational meaninginteractive meaningcompositional meaningmultimodal tropesfemale body figure
References3

  1. Arnheim, Rudolph (1969) Visual Thinking, Berkley, Los Angeles, London: University of California Press;

  2. Kress, Gunther R., Van Leeuwen, Theo (2006) Reading Images: The Grammar of Visual Design, London & New York: Routledge;

  3. Tanaka, K. (1994) Advertising Language: A Pragmatic Approach to Advertisements, London & New York: Routledge;

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