The woman in pieces: Advertising and the construction of feminine identity

Title: The woman in pieces: Advertising and the construction of feminine identity

Year: 10/09/2013 [Online]

Journal / Publication: SAGE Open [SAGE Publications]

Volume: N/A

Issue: N/A

Pages:  1 – 12

Authors: Rocha, Everardo

Abstract:

This article aims to analyze the representation of the feminine identity in advertising. It explores the notion of social identity as a category that is experienced in the tension between classification and value. It also discusses the logic by which ads elaborate an image and, while in this process, transform the woman into a silent and fragmented body. In this article, I follow the anthropological tradition of symbolic systems analysis, and with it contribute to the debate concerning social representations throughout mass communication in general and, particularly, in advertising.

Link: http://sgo.sagepub.com/content/3/4/2158244013506717.abstract

Keywords:

Anthropology of Consumption

Advertising and Culture

Communication Studies

Media and Society

Images of the Woman