Thesis (doctoral) - Universität, Giessen, 2005.

Forskning visar på en lång historia av sexualisering och objektifiering av kvinnor i reklam. Vad forskning inte fokuserat på är sexualiserat våld i reklambilder. Den här studien är en sammanfogning av forskningsfälten genus och våld i reklam. Vad studien vill ta reda på är om sexualiserat våld används vid framställningen av kvinnor i reklambilderna samt den manliga blickens perspektiv. Studien använder sig av kvalitativ semiotisk analys för att undersöka om sexualiserat våld existerar i sex stycken reklambilder från tre stora modeföretag. Reklambilderna är från Calvin Klein, Diesel och Tom Ford 2016 och 2017. Det teoretiska ramverk för analysen är Hirdmans, med fleras, genusteori, Ekman och Mulveys den manliga blicken samt semiotik i form av Barthes fyra nyckelpunkter för konnotation och Goffmans kategorier om framställning av genus i reklam. Analysen visar slutsatser på att kvinnor objektifieras och sexualiseras i reklambilder och framställs som sexobjekt. Denna sexualisering och objektifiering mynnar ut i tecken på att sexualiserat våld normaliseras i samhället. / Research shows a long history of sexualization and objectification of women in advertising. What research has not focused on is sexualized violence in commercials. This study is a merger of the research fields gender and violence in advertising. The study wants to find out if sexualized violence is used in the portrayal of women in the advertising and the male gaze perspective. The study uses qualitative semiotic analysis to investigate if sexualized violence occurs in six commercials from three major fashion companies. The commercials are from Calvin Klein, Diesel and Tom Ford 2016 and 2017. The theoretical framework for the analysis is Hirdman’s, among others, gender theory, Ekman and Mulvey’s the male gaze and semiotics in the form of Barthes’ four key points for connotation and Goffman’s categories for gender advertisement. The analysis shows that women are objectified and sexualized in commercials and are illustrated as sex objects. This sexualization and objectification results in signs that sexualized violence is normalized in society.

The purpose of this study was to examine which kind of expressions of the woman that were present in the selected advertising images and how they could affect how women are represented. A qualitative content analysis was conducted. The six most liked CAIA Cosmetics Instagram posts from their lipstick campaign in 2019 were chosen and analysed. The study used a denotative and connotative analysis of the pictures. In conclusion this study showed that the analysed pictures contained a sexualised, objectified, and stereotypic way of portraying women. We found expressions that showed that looks were more important than skills and that the woman’s place was at home being good-looking. We also found the expression of that the pictures sold the feeling of desire. The desire was built on a narcissistic notion of selfimprovement and an illusion of that acquiring a product will make you beautiful, sexy, successful, and thereby desirable.

by Chong Lai-Yin, Ho Lai-Wai Thomas Leo, Lee Ching-Lum Bianca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 140-141). / Questionnaire in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.1. --- Rationale of Study --- p.1 / Chapter 1.2. --- Research Objectives --- p.6 / Chapter 1.3. --- Research Scope --- p.7 / Chapter 1.3.1. --- Study Focus --- p.7 / Chapter 1.3.2. --- Advertising Media --- p.8 / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.9 / Chapter 2.1. --- Gender Stereotype --- p.9 / Chapter 2.2. --- Sexual Content in Advertising --- p.14 / Chapter 2.3. --- Chinese Culture --- p.16 / Chapter 2.4. --- Attitude towards Sex of Hong Kong People --- p.17 / Chapter 2.5. --- Advertising Effectiveness --- p.20 / Chapter CHAPTER 3 --- METHODOLOGY --- p.22 / Chapter 3.1 --- Hypotheses --- p.22 / Chapter 3.2 --- Definition --- p.23 / Chapter 3.3 --- Research Methods --- p.24 / Chapter 3.3.1. --- Part One: Content Analysis --- p.24 / Chapter 3.3.2. --- Part Two: Experiment Study --- p.26 / Chapter 3.3.2.1. --- Experiment Data Collection Method --- p.26 / Chapter 3.3.2.1.1. --- Experiment Objects --- p.26 / Chapter 3.3.2.1.2. --- Experiment Subjects --- p.28 / Chapter 3.3.2.1.3. --- Experiment Procedure --- p.28 / Chapter 3.3.2.1.4. --- Experiment Questionnaire Design --- p.29 / Chapter 3.3.2.2. --- Experiment Data Analysis Method --- p.30 / Chapter 3.3.2.2.1. --- General Brand Name Recall --- p.30 / Chapter 3.3.2.2.2. --- Sexual Appeal Ads Recall --- p.30 / Chapter 3.3.2.2.3. --- Gender Role Stereotyping Ads Recall --- p.31 / Chapter 3.3.3. --- Part Three: Survey --- p.31 / Chapter 3.3.3.1. --- Survey Data Collection Method --- p.31 / Chapter 3.3.3.1.1. --- Survey Objects --- p.31 / Chapter 3.3.3.1.2. --- Survey Population --- p.33 / Chapter 3.3.3.1.3. --- Survey Sampling Method --- p.33 / Chapter 3.3.3.1.4. --- Survey Sample Size --- p.33 / Chapter 3.3.3.1.5. --- Survey Procedure --- p.34 / Chapter 3.3.3.1.6. --- Survey Questionnaire Design --- p.34 / Chapter 3.3.3.2. --- Survey Data Analysis Method --- p.36 / Chapter 3.3.3.2.1. --- Sexual Appeal Ads --- p.36 / Chapter 3.3.3.2.2. --- Gender Role Stereotyping Ads --- p.36 / Chapter CHAPTER 4 --- CONTENT ANALYSIS RESULTS --- p.38 / Chapter 4.1. --- Gender Role Stereotyping --- p.39 / Chapter 4.1.1. --- The Family --- p.40 / Chapter 4.1.2. --- The Ritualization of Subordination --- p.41 / Chapter 4.2. --- Sexual Appeal --- p.42 / Chapter CHAPTER 5 --- EXPERIMENT RESULTS --- p.45 / Chapter 5.1. --- Respondent Profile --- p.45 / Chapter 5.1.1. --- Age --- p.45 / Chapter 5.1.2. --- Gender --- p.46 / Chapter 5.1.3. --- Education Level --- p.46 / Chapter 5.2. --- General Brand Name Recall --- p.47 / Chapter 5.2.1. --- Overall Recall --- p.47 / Chapter 5.2.2. --- First Recall --- p.49 / Chapter 5.3. --- Sexual Appeal Ads Recall --- p.51 / Chapter 5.3.1. --- Sexual Appeal and Non-Sexual Appeal Ads --- p.51 / Chapter 5.3.2. --- Sexual Appeal Ads Recall by Gender --- p.52 / Chapter 5.4. --- Gender Role Stereotyping Ads Recall --- p.53 / Chapter 5.4.1. --- Gender Role Stereotyping Ads and Non-Gender Role Stereotyping Ads --- p.53 / Chapter 5.4.2. --- Gender Role Stereotyping Ads Recall by Gender --- p.54 / Chapter CHAPTER 6 --- SURVEY RESULTS --- p.55 / Chapter 6.1. --- Respondent Profile --- p.55 / Chapter 6.1.1. --- Age --- p.55 / Chapter 6.1.2. --- Gender --- p.56 / Chapter 6.1.3. --- Education Level --- p.56 / Chapter 6.2. --- Sexual Appeal Ads --- p.57 / Chapter 6.2.1. --- Descriptions of Sexual Appeal Ads --- p.57 / Chapter 6.2.1.1. --- Overall Descriptions --- p.57 / Chapter 6.2.1.2. --- Descriptions by Gender --- p.57 / Chapter 6.2.2. --- Attitudes towards Sexual Appeal Ads --- p.58 / Chapter 6.2.2.1. --- Overall Attitudes --- p.58 / Chapter 6.2.2.2. --- Attitudes by Gender --- p.59 / Chapter 6.3. --- Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1. --- Descriptions of Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1.1. --- Overall Descriptions --- p.65 / Chapter 6.3.1.2. --- Descriptions by Gender --- p.65 / Chapter 6.3.2. --- Attitudes towards Gender Role Stereotyping Ads --- p.66 / Chapter 6.3.2.1. --- Overall Attitudes --- p.66 / Chapter 6.3.2.2. --- Attitudes by Gender --- p.66 / Chapter 6.4. --- Sexual Appeal and Gender Role Stereotyping Ads Comparison --- p.72 / Chapter 6.4.1. --- Descriptions of Ads --- p.72 / Chapter 6.4.2. --- Attitudes towards Ads --- p.73 / Chapter CHAPTER 7 --- DISCUSSION --- p.76 / Chapter 7.1. --- The Sample --- p.76 / Chapter 7.2. --- Product Recall --- p.77 / Chapter 7.2.1. --- Unaided Recall --- p.77 / Chapter 7.2.2. --- Recall vs. Gender --- p.78 / Chapter 7.2.3. --- Recall vs. Product --- p.79 / Chapter 7.3. --- Perceptions & Attitudes --- p.80 / Chapter 7.3.1. --- Sexual Appeal --- p.80 / Chapter 7.3.1.1. --- Ad-By-Ad Analysis --- p.81 / Chapter 7.3.1.1.1. --- Ad A1 --- p.81 / Chapter 7.3.1.1.2. --- Ad A2 --- p.82 / Chapter 7.3.1.1.3. --- Ad A3 --- p.82 / Chapter 7.3.1.1.4. --- Ad A4 --- p.83 / Chapter 7.3.2. --- Gender Stereotypes --- p.84 / Chapter 7.3.2.1. --- Ad-By-Ad Analysis --- p.86 / Chapter 7.3.2.1.1. --- Ad Bl --- p.86 / Chapter 7.3.2.1.2. --- Ad B2 --- p.87 / Chapter 7.3.2.1.3. --- Ad B3 --- p.88 / Chapter 7.3.2.1.4. --- Ad B4 --- p.88 / Chapter 7.4. --- Null Hypotheses Review --- p.89 / Chapter CHAPTER 8 --- LIMITATIONS --- p.91 / Chapter 8.1. --- Literature Research --- p.91 / Chapter 8.2. --- Print Analysis --- p.91 / Chapter 8.3. --- Sample & Representation --- p.92 / Chapter 8.4. --- Advertisement Recall & Perceptions Questionnaire --- p.92 / Chapter 8.5. --- Overall Representation --- p.93 / Chapter CHAPTER 9 --- CONCLUSION --- p.95 / Chapter CHAPTER 10 --- APPENDICES --- p.99 / Chapter 10.1. --- Appendix 1: Hong Kong Magazines 2000/2001 --- p.99 / Chapter 10.2. --- Appendix 2: Photos of Advertisements --- p.103 / Chapter 10.3. --- Appendix 3: Experiment Procedures --- p.117 / Chapter 10.4. --- Appendix 4: Experiment Questionnaire --- p.118 / Chapter 10.5. --- Appendix 5: Survey Questionnaire --- p.121 / Chapter 10.6. --- Appendix 6: Content Analysis Results --- p.123 / Chapter 10.7. --- Appendix 7: Advertisement Database --- p.126 / Chapter CHAPTER 11 --- BIBLIOGRAPHY --- p.140 / Chapter 11.1. --- Books --- p.140 / Chapter 11.2. --- Periodicals --- p.140 / Chapter 11.3. --- Websites --- p.141

Submitted by Luciana Messias Shinoda (luly.shinoda@gmail.com) on 2017-03-20T12:46:55Z No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-03-20T17:50:31Z (GMT) No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) / Made available in DSpace on 2017-03-20T17:52:17Z (GMT). No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) Previous issue date: 2017-03-07 / This study investigates female gender stereotypes in Brazilian printed advertising, understanding advertising as a transmitter of cultural values and beliefs. A content analysis of n = 1208 advertisements published in female, male and general content magazines during the years of 1995, 2005 and 2015 was held. The investigation considered both manifested and latent aspects of the advertisements, analyzing the (1) Physical Characteristics and the (2) Gender Roles of the woman represented and the (3) Subtle Sexism associated to her in the images. These three levels of analysis, together with the Product Category, allowed the identification of thirteen "Patterns of Representation of Female Gender Stereotype in Print Advertising". The study indicates that, during the period of analysis, the gender roles in which women were represented have become wider while the subtle sexism showed a gradual reduction of frequency. Besides, changes on the physical characteristics and associated sexism were observed in each pattern of representation of female gender stereotype. Regarding the physical characteristics, in all three periods of analysis, a dominant physical pattern was observed: white skin, young age and slim/lean body. Therefore, the study highlights the need of wider representations in terms of physical characteristics in Brazilian print advertising. / Este estudo investiga os estereótipos do gênero feminino na propaganda impressa brasileira, entendendo a propaganda como um transmissor de valores e crenças culturais. Para isso, foi realizada uma análise de conteúdo de n = 1208 anúncios veiculados em revistas femininas, masculinas e de conteúdo geral, nos anos de 1995, 2005 e 2015. A investigação considerou uma combinação de aspectos manifestos e latentes presentes na propaganda, analisando (1) Características Físicas e (2) Papéis de Gênero da mulher retratada no anúncio e (3) Sexismo Sutil associado às imagens dos anúncios. Estes três níveis de análise, juntamente às Categorias de Produto identificadas nos anúncios, permitiram identificar treze "Padrões de Representação do Estereótipo do Gênero Feminino na Propaganda". A análise mostrou que, ao longo do período analisado, houve uma ampliação dos Papéis de Gênero em que a mulher é representada na propaganda, assim como uma redução gradual no Sexismo Sutil associado. Além disso, foi possível discutir as mudanças observadas em cada Padrão de Representação do Estereótipo Feminino (considerando características físicas e sexismos). Em relação às Características Físicas, notou-se nos três períodos, um padrão físico dominante na representação da mulher brasileira na propaganda impressa: Cor de Pele Branca, Idade entre Jovem e Adulta e o Tipo Físico entre Magro e Definido. Identifica-se, portanto, a necessidade de representações femininas mais amplas em termos de características físicas na propaganda impressa brasileira.

No description available.