Keywords
How to Cite
Abstract
This article presents a typology of femininity in advertising discourse, examining the impact of advertising on women's self-esteem and body image, the reinforcement of gender stereotypes, and ethical considerations. The linguistic features used in ads targeting women are analyzed, with examples of phrases creating unrealistic expectations for women. Studies on exposure to advertisements portraying unrealistic beauty standards are discussed, highlighting the negative impact on body image and self-esteem. The reinforcement of traditional roles and language emphasizing femininity and domesticity perpetuate harmful gender stereotypes. Advertisers have a responsibility to promote positive societal norms and values, including promoting positive body image and gender equality. Responsible advertising practices can contribute to a more equitable and just society.
References
Bessenoff, G. R. (2006). Can the media affect us? Social comparison, self-discrepancy, and the thin ideal. Psychology of Women Quarterly, 30(3), 239-251.
Courtney, A. E., & Lockeretz, S. W. (1971). A woman's place: An analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, 8(1), 92-95.
Grabe, S., Ward, L. M., & Hyde, J. S. (2008). The role of the media in body image concerns among women: A meta-analysis of experimental and correlational studies. Psychological Bulletin, 134(3), 460-476.
Lambert-Pandraud, R., & Laurent, G. (2010). Parenting magazines as a source of advice for new mothers: An analysis of the content of French magazines. Journal of Consumer Behaviour, 9(3), 196-210.
Nabi, R. L., & Sullivan, J. L. (2001). Does television viewing relate to engagement in protective action against crime? Journal of Broadcasting & Electronic Media, 45(4), 511-528.
This work is licensed under a Creative Commons Attribution 4.0 International License.