Student Number : 0311003J -
MA research report -
School of Literature and Language Studies -
Faculty of Humanities / This dissertation examines the representations of youth identity in print advertisements
found in Y Magazine and SL Magazine. The researcher uses Critical Discourse Analysis
to analyse the identities that are constructed in four fashion brands. The print
advertisements are also interpreted by young people from Grade 11 classes in two
Johannesburg high schools. Learners completed survey questionnaires and participated in
focus group discussions. My interpretation of the advertisements reveals three over
sexualized identities in the Soviet, Guess and Diesel advertisements. Soviet depicts an
image of a male penetrative sexual fantasy; Guess depicts feminine self-centred sexual
pleasure and Diesel communicates a message of funky, sexy, heterosexual male-female
desire. It is proposed that advertisers base their strategies on assumptions that sex sells to
the youth. The Levi’s advertisement differs from the rest by constructing a Hip Hop
brand identity that appeals to a majority of the respondents. The learners’ responses are
varied; some identify with the brands and accept the subject positions that are offered by
the advertisements and others critique the sexuality that pervades the majority of the
advertisements. Learners’ interpretations also reflect different reading positions, as well
as unclear gendered target audiences. I conclude that media representations provide a
range of powerful resources, which young people draw on in constructing their identities.
I argue that print advertisements can be used productively in the language classroom as
part of the body of literature that is studied in the English syllabus, especially because of
their contemporary value and role in shaping post-modern subjects.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/1587 |
| Date | 01 November 2006 |
| Creators | Ndlangamandla, Clifford |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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