This paper aimed to investigate how women, through the advertisement of U.S. shapewear brands Shapermint and Honeylove, are exposed to the ideological idea of the female body. This study's method was a three-dimensional framework developed by Norman Fairclough, which revealed ideological hidden messages about the female body in shapewear advertisement. The study discussed how the companies participate in the social practice of perfecting the female body and normalize the patriarchal demands of women. In conclusion, the study showed how popular shapewear brands with the internet's power target women in their advertisements.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-37563 |
| Date | January 2020 |
| Creators | Mansi Yildirim, Sarah |
| Publisher | Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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