Thesis (Ph. D.)--University of Melbourne, Dept. of History/Women's Studies, 1997. / Typescript (photocopy). Includes bibliographical references (leaves 343-376).

Thesis (M.A.)--University of Canterbury, 2007. / Typescript (photocopy). Includes bibliographical references (leaves 185-189). Also available via the World Wide Web.

Thesis (doctoral)--Universität, Giessen, 2005.

Thesis (M. Phil.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 195-204).

Thesis (M.A.)--Miami University, Dept. of Mass Communication, 2005. / Title from first page of PDF document. Document formatted into pages; contains [1], iii, 80 p. Includes bibliographical references (p. 68-80).

The purpose of this thesis is to explore how stakeholders’ view of sexual advertisement has been affected by the ‘#MeToo’-uprising and Time’s Up movement. A qualitative study has been conducted in order to gather information regarding stakeholders view of sexual appeal in advertising and how they have been affected by these movements. In this study, participants have been giving their thoughts and beliefs on this subject, which later on have been compared and analyzed in relation with existing theories. The findings of this study indicates an increased resistance to sexual advertising by the society due to the ‘#MeToo’-uprising and Time’s Up. Although, the resistance was greater among females than by males in this study. This is potentially due to the fact that women are the ones who constantly are being objectified in advertisement today, and throughout history. The practical implications of this thesis is that it could be to use for marketing firms who are engaged in advertising which contains sexual elements to better understand how ‘#MeToo’ and Time’s up have affected consumers’ view of sexual appeal in advertising. The original value of the study is new insights regarding consumers’ view of sexual appeal in advertisement as an effect of the ‘#MeToo’-uprising and the Time’s Up movement, which not have been studied before.

Thesis (MTech (Informatics and design))--Cape Peninsula University of Technology, 2007 / Magazines are highly specialised forms ofmass media communication. Across cultures, women's magazines and advertisements systematically promote an ideal of feminine beauty that is embedded primarily in body-image. Mass advertised messages targeted at women promote dominant mainstream cultural and global standards regarding body-image. They al~ promote the use of various products and lifestyle patterns that are intended to enable women to achieve the desired 'look' of the moment. The influence of these advertised messages manifests iD real-life consequences, which are either positive or negative, and which, in turn, influence women's role in society. Seen in this light, certain manipulative practices present in the print media have been identified, which are used extensively to influence women, to shape their perceptions of the world around them, and to coach them into embracing a consumerist lifestyle, with the ultimate aim of generating revenue. In this regard, this study focuses on the ways in which advertising design in women's magazines and the content ofthe South African and Polish EUe and Cosmopolitan, as well as the South African Fairlady and the Polish Twoj Styl represent the image ofcontemporary women in South Africa and Poland.

M.A. (Linguistics) / Please refer to full text to view abstract

This study investigates the representations of women in advertisements featured in South African Cosmopolitan magazine published in 2004 so as to critically analyse the stereotypes of women it presents, the institutional mechanisms behind this and its implications for gender ‘constructions’. By using a random cluster sample, 60 advertisements found in Cosmopolitan were analysed to examine the stereotypical portrayals of women within its imagery. In addition, survey questionnaires were distributed amongst female students to determine whether exposure to advertisements featured in Cosmopolitan magazines moulds their thoughts with regard to South African women today, as well as to analyse their attitudinal change before and after exposure to a number of advertisements. It was found that even though the majority of respondents claimed to be aware of the stereotypical representations of women found in the advertisements, and did not believe that these portrayals were a true reflection of South African women, various aspects of their lives continue to be affected by these representations in a number of ways. The findings of this study indicate that the trend found in previous studies – that stereotypical images of women prevail in the media – is evident in South Africa too. It was established that the ideologies of both patriarchy and capitalism work together in supporting the pervasiveness of negative, disempowering portrayals of women in Cosmopolitan advertisements. Stereotypical imagery of women serve as the site at which the ideologies of capitalism and patriarchy fuse, drawing on a common, shared notion of the objectified female to further their goals of maximisation of profits and male dominance respectively.

The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.