Naslov
Representation of Feminity in Advertising Images : a Visual Analysis

Autori
Šuljug Vučica, Zorana ; Lončar, Marija ; Nigoević, Magdalena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
2nd International Multidisciplinary Scientific Conference on Social Science and Arts (SGEM 2015) : Conference proceedings. Book 1: Psychology and Psychiatry, Sociology and Healthcare, Education / - Sofija : SGEM, 2015, 761-768

ISBN
978-619-7105-44-5

Skup
International Multidisciplinary Scientific Conference on Social Science and Arts (2 ; 2015)

Mjesto i datum
Albena, Bugarska, 26.08.2015. - 01.09.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
visual analysis ; feminity ; images ; advertising ; magazines

Sažetak
Visual images in contemporary advertising significantly contribute the way people perceive their gender identities. Gender identities are not just presented and reflected but are represented through the interplay of various visual elements. Thus, lifestyle magazines have an important role in the construction of feminity either in stereotypical or new ways. Although various researchers 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 the 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.

Izvorni jezik
Engleski

Znanstvena područja
Sociologija, Filologija

Napomena
DOI: 10.5593/SGEMSOCIAL2015/B11/S2.098

POVEZANOST RADA