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Essay / Research Paper Abstract
This 6 page paper considers the different theories regarding how women are portrayed in advertising. Written as the first chapter of a dissertation, the paper outlines different theoretical approaches and then applies these to the way that three magazines, all aimed at different age groups, portray women. The bibliography cites 13 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEfemsx1.rtf
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Unformatted sample text from the term paper:
many forms and styles is due to the gender having the quality of "to-be-looked-at-ness" (Mulvey, 1989). This is taken further by John Berger takes this a stage further, claiming
that the popularity and use of women in advertising reflects the way that they are an image that men enjoy looking at, and as a gender they will also
watch themselves (Berger, 1972). This argues that not only men will perceive woman as objects of vision, so will women (Berger, 1972). The role of women in advertising well
established. Much attention has been paid to the way in which marketing has been sexualized. However, with many advertisements aimed at a target audience of women it is apparent that
within the general stereotypes of a female image there needs to be some type of differentiation. The aim of the dissertation will
be to consider one aspect of categorization; that of age, and the way in which images of women may be change and develop according to age. This is one area
of research that has been lacking in the past. By examining the different ways in which the female form is used and
presented a theoretical paradigm of female may be ascertained and then used as a tool by which to examined what this tells us about women in advertising.
The main focus of the study will be on three very different magazines, all aimed and portrayed women of different ages. The Magazines chosen are
Cosmopolitan, Cosmogirl and Vanity Fair. By undertaking a literature review and considering the different theories of gender and advertising with specific reference to the female form, these theories may then
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