Pubblicità e rappresentazione femminile: tra vecchi e nuovi stereotipi

digital

Articolo

rivista	COMUNICAZIONI SOCIALI
fascicolo	COMUNICAZIONI SOCIALI - 2018 - 3. The international circulation of european cinema in the digital age
titolo	Pubblicità e rappresentazione femminile: tra vecchi e nuovi stereotipi
Autore	Maria Angela Polesana
Editore	Vita e Pensiero
formato	Articolo \| Pdf
online da	02-2019
doi	10.26350/001200_000034
issn	0392-8667 (stampa) \| 1827-7969 (digitale)
Scrivi un commento per questo prodotto

€ 6,00

Ebook in formato Pdf leggibile su questi device:

Computer
con Software:
- Adobe PDF Reader
Android
iPhone/Ipad
con App:
- Adobe PDF Reader
E-Book Reader
Ibs Tolino
Kobo

Descrizione Commenti dei lettori
In our country the conditions for women have radically changed over time thanks to a number of important achievements. However, several discriminatory factors still exist, such as the multiple roles (wife, mother, employee) that women must carry out, or salary gaps between men and women. On top of this we can add the persistent attitude the media takes in defining and assessing the value of a women. This is primarily based on the concepts of beauty, youth and slenderness, all of which make female bodies instruments of passive obedience in a patriarchal order of things. In advertising particularly,in addition to recognizing the natural inclination that women have to taking care of their bodies, women are constantly represented in a ‘neo cubist’ way – with value given to specific parts of the body rather than to intellectual capabilities. Based on an analysis of a significant body of television commercials and of a number of recent studies carried out on this subject, this article addresses the following questions: does current advertising empower women or reinforce old stereotypes? Can we find examples of advertisements that represent women performing intellectual or professional roles or are we still seeing women in domestic environments or as objects of pleasure? Findings indicate that the ‘empowerment’ that the media claims it is representing is really just a ‘power’ or ‘freedom’ that women are offered from a menu of mostly old stereotypes. keywords Women and Italian Society; Gender Roles; Women in Advertising; Consumption and the Body; Body Politics. Biografia dell'autore mariangela.polesana@iulm.it. Inserisci un commento per Pubblicità e rappresentazione femminile: tra vecchi e nuovi stereotipi

Descrizione Commenti dei lettori

In our country the conditions for women have radically changed over time thanks to a number of important achievements. However, several discriminatory factors still exist, such as the multiple roles (wife, mother, employee) that women must carry out, or salary gaps between men and women. On top of this we can add the persistent attitude the media takes in defining and assessing the value of a women. This is primarily based on the concepts of beauty, youth and slenderness, all of which make female bodies instruments of passive obedience in a patriarchal order of things. In advertising particularly,in addition to recognizing the natural inclination that women have to taking care of their bodies, women are constantly represented in a ‘neo cubist’ way – with value given to specific parts of the body rather than to intellectual capabilities. Based on an analysis of a significant body of television commercials and of a number of recent studies carried out on this subject, this article addresses the following questions: does current advertising empower women or reinforce old stereotypes? Can we find examples of advertisements that represent women performing intellectual or professional roles or are we still seeing women in domestic environments or as objects of pleasure? Findings indicate that the ‘empowerment’ that the media claims it is representing is really just a ‘power’ or ‘freedom’ that women are offered from a menu of mostly old stereotypes.