From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women
The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographica...
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ndltd-LACETR-oai-collectionscanada.gc.ca-OOU.-en#10393-202302013-01-11T13:33:11ZFrom Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming WomenElliott, Rebeccaadvertisingcontent analysisfeminist theorygender representationshegemonyideologymagazinestweensteenswomen and advertisingThe purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.2011-09-22T15:19:28Z2011-09-22T15:19:28Z20112011-09-22http://hdl.handle.net/10393/20230en |
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en |
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advertising content analysis feminist theory gender representations hegemony ideology magazines tweens teens women and advertising |
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advertising content analysis feminist theory gender representations hegemony ideology magazines tweens teens women and advertising Elliott, Rebecca From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
description |
The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society. |
author |
Elliott, Rebecca |
author_facet |
Elliott, Rebecca |
author_sort |
Elliott, Rebecca |
title |
From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
title_short |
From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
title_full |
From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
title_fullStr |
From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
title_full_unstemmed |
From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women |
title_sort |
from lip smackers to wrinkle cream: priming the next generation of consuming women |
publishDate |
2011 |
url |
http://hdl.handle.net/10393/20230 |
work_keys_str_mv |
AT elliottrebecca fromlipsmackerstowrinklecreamprimingthenextgenerationofconsumingwomen |
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