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Articles 1 - 11 of 11
Full-Text Articles in Feminist, Gender, and Sexuality Studies
The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More
The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More
Electronic Theses and Dissertations
Gender portrayals in advertising have been examined extensively in the last six decades and remain an important topic. Certain brands have taken the initiative of destabilizing patriarchal norms entrenched in society by supporting modern trends and initiatives through various brand/product campaigns and advertisements that support the fluidity in power and representation. The present study navigates the changes in the representation of women in perfume advertisements that have taken place in the advertising world in the past two decades to see if women are shown to possess a sense of power with their head held high and strong posture, compared to …
The Past And Present: Issues Of Male Patriarchy Throughout Historic Literature And Dominance In Media Today, Leah Moore
The Past And Present: Issues Of Male Patriarchy Throughout Historic Literature And Dominance In Media Today, Leah Moore
Undergraduate Honors Theses
Women’s subjugation to the objectification of men is a traced theme throughout the history of Western culture. In this thesis, the attributes of the male gaze will be explored via the patriarchal pioneers of literature: Dante to Petrarch to Shakespeare. The solidification of the male gaze takes place during the late middle ages as Dante Alighieri writes an infatuated love for Beatrice throughout La Vita Nuova and Inferno, demonstrating the virgin-whore dichotomy with Francesca. Similarly, Francesco Petrarch’s poetry of Rime Sparse describes the objectification and dismantling of woman for erotic pleasure and patriarchal power. The shift from early to …
Menstruation Regulation: A Feminist Critique Of Menstrual Product Brands On Instagram, Max Faust
Menstruation Regulation: A Feminist Critique Of Menstrual Product Brands On Instagram, Max Faust
Undergraduate Honors Theses
Much research about advertisements for menstrual products reveals the ways in which such advertising perpetuates shame and reinforces unrealistic ideals of femininity and womanhood. This study aims to examine the content of Instagram posts by four different menstrual product brands in hopes of understanding how these functions may or may not be carried out by social media posts by these brands as well. Building on the body of research about menstrual shame and advertising, I specifically ask: How do the Instagram pages for four menstrual product brands dissuade individuality; how do they prescribe femininity; and how do these functions differ …
Between Precarity And Belonging: Mapping Queer Representations In A Heterosexual World, Ariel Florence Bleakley
Between Precarity And Belonging: Mapping Queer Representations In A Heterosexual World, Ariel Florence Bleakley
Senior Projects Spring 2018
Senior Project submitted to The Division of Social Studies of Bard College.
By Beauty Damned: Millennial Feminism And The Exploitation Of Women's Empowerment In Pop Culture And Corporate Advertising, Maria L. Carreon
By Beauty Damned: Millennial Feminism And The Exploitation Of Women's Empowerment In Pop Culture And Corporate Advertising, Maria L. Carreon
Dissertations, Theses, and Capstone Projects
Feminism has become a trendy cultural identity, leaving it open to exploitation by capitalists. Notions relating to “women’s empowerment” are used by capitalists to sell products to women, and yet many of those capitalists fund political campaigns that directly seek to quash or inhibit the advancement of women’s rights. With a little effort, any consumer can find out who their big purveyors are supporting politically. For example, Procter Gamble, who makes many products bought by women, gives the majority of its political contributions to republicans who oppose women’s reproductive rights. The same is true of McAndrews & Forbes, the parent …
Creating A Female Athlete: The Power Of Societal Reimaging And Advertising In The All American Girls Professional Baseball League, Kaitlyn M. Haines
Creating A Female Athlete: The Power Of Societal Reimaging And Advertising In The All American Girls Professional Baseball League, Kaitlyn M. Haines
Theses, Dissertations and Capstones
The All American Girls Professional Baseball League introduced an acceptable form of female sport to the United States during World War II. The All American Girls Professional Baseball League’s feminine image and high standards of the league provided a new quality team sport that the ever popular softball diamonds of industrial recreation had failed to reach. One of the reasons for their success was the attention to detail in the visual representation of the baseball league. Appearing in a time of heightened advertising and branding, a visual representation of the League was created to fit within the societal norms of …
Being "Like A Girl" In The Twenty-First Century: Branding And Identity Through Cultural Conversation, Jane A. Condon
Being "Like A Girl" In The Twenty-First Century: Branding And Identity Through Cultural Conversation, Jane A. Condon
Scripps Senior Theses
Branding exists at the intersection of culture and economics and is an increasingly important tool in distinguishing commodities. Over the past few years, more and more companies have started to use discourses of female empowerment, celebrating femininity, womanhood, and all things “girly” to sell their products - spiking sales, racking up millions of online views, and starting important conversations in the process. Procter & Gamble's “Like A Girl” campaign for Always creates a productive tension and way of thinking about both brand and buyer. The “Like A Girl” campaign is unique because it presents a feminist message to and about …
The Unrecognized Problem: An Analysis Of Masculinity Stereotypes In Advertising Across Six Channels, Darcy Semmler
The Unrecognized Problem: An Analysis Of Masculinity Stereotypes In Advertising Across Six Channels, Darcy Semmler
Honors Thesis
Because advertising relies on simplifications to get messages across more quickly, gendered stereotypes are prevalent in advertising media messages, and have been well- researched for their content and effects. Researchers have been more critical of the messages that perpetuate stereotypes involving women, but have focused less on the stereotypes men must face. This thesis uses content analysis to examine commercials on six channels for the frequency of male or female voiceovers and the frequency in which men and women appear in commercial advertisements. The analysis also investigates the masculinity stereotypes present in the commercials in comparison to neutral or gender- …
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
USF Tampa Graduate Theses and Dissertations
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …
Fashion And Cosmetic Advertising In Three Magazines In The 1950s: How Advertising Shaped Societal Expectations Of Beauty, Lindsey B. Sloan
Fashion And Cosmetic Advertising In Three Magazines In The 1950s: How Advertising Shaped Societal Expectations Of Beauty, Lindsey B. Sloan
Honors Theses
Since its creation, print advertising has affected how women perceive beauty and has shaped the trend of consumer purchasing, as well as the social status of women. This thesis analyzes three women’s magazines—Life, Ladies’ Home Journal and Ebony and evaluates how the advertising of fashion and cosmetics portrayed ideals of beauty in the 1950s and how the advertisements may have shaped or reflected class differences and racial perceptions in mid 19th century America. In order to accomplish this analysis and to evaluate how fashion and cosmetic advertising may have differed based on targeted demographic, advertisements from the months April and …
Manufacturing Menopause: An Analysis Of The Portrayal Of Menopause And Information Content On Pharmaceutical Web Sites, Deborah H. Charbonneau
Manufacturing Menopause: An Analysis Of The Portrayal Of Menopause And Information Content On Pharmaceutical Web Sites, Deborah H. Charbonneau
Wayne State University Dissertations
Consumer-targeted prescription drug advertising serves as an interesting lens through which we can examine the portrayal of menopause in online drug advertisements. The aim of this study was to explore the portrayal of menopause on web sites sponsored by pharmaceutical companies for hormone therapies (HT). To unravel this question, a qualitative content analysis of web sites for FDA-approved hormone therapies was employed. A total number of 608 printed pages of web site content from eight web sites (N=8) were analyzed. Key findings elucidated how menopause was portrayed on the pharmaceutical web sites. First, descriptions of menopause articulated a biomedical perspective …