Marketing images of gender: A visual analysis |
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Authors: | Jonathan E. Schroeder Janet L. Borgerson |
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Affiliation: | 1. Department of Marketing , University of Rhode Island , 7 Lippitt Road, Kingston, RI, 02881, USA;2. Pembroke Center for Teaching and Research on Women , Brown University , Box 1958, Providence, RI, 02912, USA |
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Abstract: | An interpretive method drawing from social psychology, feminist theory and art criticism is developed to analyze contemporary images of gender. Utilizing and expanding upon visual research techniques, a selection of ads from contemporary fashion magazines and catalogs was assembled to illustrate particular themes suggested by research on the representation of gender in advertising. The body‐and what it expresses‐is a site of central concern, and discussion focuses on how female and male bodies are represented in advertising. The conventions of art history, when framed within a social science perspective, offer unique contributions to the study of advertising and gender, well suited for researchers interested in the culture of consumption. |
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