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Contradiction Sells: Feminine Complexity and Gender Identity Dissonance in Magazine Advertising

机译:矛盾之处:杂志广告中的女性复杂性和性别认同失调

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This article explores the relationship between advertisings' directive to consume and the binary-based "legitimizing-myths" surrounding feminine identity found in magazine advertisements by first presenting a theory of gender identity dissonance, and then examining the complexity of marketing gender identity dissonance to women. Key to establishing and developing the relationship between consumption, identity, and pleasure is the dissemination of gender-based dichotomies that work to both create and reinforce stereotypical notions of appropriate female gender identities as well as link self-actualization with the embodiment of contradictory identity positions. To illustrate this point, this article provides an in-depth analysis of the De Beer's right hand ring print advertising campaign featured in women's magazines from 1998 to 2006. Advertisements and information gathered from industry sources indicate that there is a conscious focus within the industry, especially within recent years, towards the representation and utilization of feminine complexity and female gender identity dissonance in product marketing.
机译:本文首先介绍性别认同失调理论,然后研究向女性推销性别认同失调的复杂性,从而探索广告的消费指令与围绕杂志广告中发现的女性身份的基于二进制的“合法化神话”之间的关系。 。建立和发展消费,身份和享乐之间的关系的关键是传播基于性别的二分法,该方法既可以创造和加强对适当女性性别身份的陈规定型观念,又可以将自我实现与矛盾身份地位的体现联系起来。为了说明这一点,本文对1998年至2006年女性杂志上刊登的戴比尔(De Beer)的右手环印刷广告活动进行了深入分析。广告和行业信息收集表明,行业内有一个有意识的焦点,特别是在最近几年中,致力于在产品营销中代表和利用女性的复杂性和女性的性别认同失调。

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