How femininity is represented in contemporary advertising.
A brief definition of representation is that it is the production of meaning through language. Language is not only words but can also be sounds, gestures, expressions and appearance these elements of language construct meaning and transmit it. They don’t have any obvious meaning in themselves rather they are vehicles which transfer meanings that we wish to communicate. (Hall, Cultural Representations and Signifying Practices, 1997, p. 5)
In this essay I am going to discuss how femininity is represented in contemporary advertising. In recent times the world has become dominated by print and electronic media as a result of this our sense of reality has become increasingly structured by narrative. There are three …show more content…
We are exposed to thousands of advertisements per day. Advertisement is the fundamental component of mass media. Advertisements don’t just sell products they sell values images and concepts of success, relationships and self-worth. (Kilbourne, 1990)
The definition of femininity has changed over the years, the term femininity was once associated with a women’s appearance and domestics duties. In the 1950s femininity entailed of a women being expected to maintain a glamourous appearance while also maintaining devoted to her domestic duties. Representations in the media have shifted to emancipate women and reflect greater social freedoms although advertisers still use and idealized image of femininity that is more impossible to achieve than ever before with the use of airbrushing and editing tools. (Lstephenson, 2008)
(See appendix 1)
In this advertisement for Ralph Lauren the models body has been photo shopped and reduced drastically to make her appear thinner. The models body has become completely distorted and unnatural. This advertisement portrays a fictional representation of a woman’s
A brief definition of representation is that it is the production of meaning through language. Language is not only words but can also be sounds, gestures, expressions and appearance these elements of language construct meaning and transmit it. They don’t have any obvious meaning in themselves rather they are vehicles which transfer meanings that we wish to communicate. (Hall, Cultural Representations and Signifying Practices, 1997, p. 5)
In this essay I am going to discuss how femininity is represented in contemporary advertising. In recent times the world has become dominated by print and electronic media as a result of this our sense of reality has become increasingly structured by narrative. There are three …show more content…
We are exposed to thousands of advertisements per day. Advertisement is the fundamental component of mass media. Advertisements don’t just sell products they sell values images and concepts of success, relationships and self-worth. (Kilbourne, 1990)
The definition of femininity has changed over the years, the term femininity was once associated with a women’s appearance and domestics duties. In the 1950s femininity entailed of a women being expected to maintain a glamourous appearance while also maintaining devoted to her domestic duties. Representations in the media have shifted to emancipate women and reflect greater social freedoms although advertisers still use and idealized image of femininity that is more impossible to achieve than ever before with the use of airbrushing and editing tools. (Lstephenson, 2008)
(See appendix 1)
In this advertisement for Ralph Lauren the models body has been photo shopped and reduced drastically to make her appear thinner. The models body has become completely distorted and unnatural. This advertisement portrays a fictional representation of a woman’s