Visual dispositif and normalizing the youth in Margarita magazine (1934-1939) (original) (raw)

Women in spanish poster. Iconography of an advertisement revolution. 1930 - 1940

Desde os últimos anos do século XIX até à actualidade, a representação do corpo humano como objeto de consumo visual tem cobrado grande importância no imaginário colectivo. Este trabalho quer analisar a representação da forma-mulher no marco temporário concreto que tem sido escolhido; e, dentro dele, as condições sociais e políticas diversas que se encontram no fundo da questão à hora de explicar as diferenças que existem nas referidas representações. Na história da Espanha estas duas décadas têm sido muito convulsas e encorajaram uma grande produção de cartazes na medida em que este se tornou um dos meios de comunicação política de massas por definição. Embora exista uma multidão de publicações sobre a Guerra Civil e sobre o cartaz nesses anos, e mesmo sobre a mulher nessa época, ainda não foi tratada a sua vinculação. O objetivo é deitar luz sobre a história da mulher nas décadas de 1930 e 1940 através da sua imagem no cartaz. Se na primeira década, durante a época da II República, o cartaz publicitário serviu para conscientizar a sociedade a respeito das mudanças sociais que se estavam a produzir no âmbito da mulher, a sublevação militar fascista propiciou uma mudança da mulher libertada para a mulher armada e capacitada para combater e para dirigir departamentos de Estado. Não é por acaso se considerado que as necessidades de funcionamento de um país em processo de guerra civil obrigam as mulheres a enfrentarem uma parte significativa do trabalho que anteriormente tivesse sido fundamentalmente masculino e, portanto, a regressarem à retaguarda. Finalmente, a vitória do exército fascista volveu recluir a mulher na morada, e a desenhar uma edução determinada em função do género, no caso da mulher, vocacionada para a família. Esta investigação proporciona um estudo iconográfico dos motivos e das formas como a mulher, como princípio icónico, é representada no cartaz. Estudar este aspecto e a situação social em que se produz é necessário para compreender qualquer evolução das pautas de comportamento estético, ainda quando essa evolução não possa considerar-se rotunda e definitiva à vista das evidências do estudo pormenorizado do material. Sem dúvida, porém, verificar-se-á como, no cartaz, o modo de representação é tão fundamental como o conteúdo, a respeito do qual estão a agir, como é claro, os condicionantes sociais e económicos da época que revelam a história como ciência.

Stereotypes and Sexualization of Girls and Adolescent Girls in Chilean Advertising: A Case Study

2021

This article presents a case study about three underwear and footwear advertising campaigns aimed at girls and adolescents in the context of the promotion of the back-to-school season in Chile in February 2020. The adverts caused social and media controversy. Social media users accused the brands of sexualizing chil-dren and adolescents’ images for market-ing and commercial ends. Based on an interpretative analysis of the graphic piec-es involved in the campaigns, this article reflects on the representation of girls and adolescent girls. This research observes a resort to female gender stereotypes characteristic of the fashion industry extended to childhood. Considering that advertising is one of the main discursive axes cen-tral in the social and media construction of infancy, we discuss the risk of normalizIng communication strategies which appeal to the increasingly earlier seduction and erotization of infant and adolescent bodies through mass media despite pre-vailing ethical and self-regulation codes in the country

THE IMPACT OF MEDIA ON YOUNG PEOPLE IN THE GLOBALIZATION PROCESS (A critical semiotic approach to the women’s photos which represented in magazine advertisements)

As we know the mass media reproduce social relations and broadcast it in society. It's a fact that cannot be denied. Hence, the media can be read as a map that can be providing clues about the community. On one hand media can be determined by the economic, political and social dynamics in society. And on other hand the media has a potential that has to change these dynamics. So the media reflect power relations in society and the same time the media has an ability to produce them again, to change, to develop, and to stick them to other formats. Therefore the media reflect the dominant ideology in society and beside of that the media force other social phenomenon to make obeisance of this ideology. On the other hand, the media contemporary youth in modern society by providing examples of models in front of young people create and forces them to look like this model. Hence, an aim of this thesis is considered to identify the women images which have been presented in the media and to analyze these images by semiotics.

Functions and Sales Arguments in Spanish Advertising. A Study on Female Representation

Advertising is responsible for developing part of the contemporary imaginaries, which tend to be imposed as referential frameworks, especially for strategic groups such as those embodied by young people. In this regard, in the following article we present the results of a study in which we evaluated 1520 images published in advertisements from the main Spanish high-end women's magazines (Cosmopolitan, Elle, Glamor, Telva and Vogue). The results in these publications highlight the presence of a restrictive body type for women, which imposes canons of beauty where thinness and slenderness prevail, and to which physical qualities are associated such as white ethnicity, light eyes tonalities, dark or light hair with a length between the shoulders and the chest, a palpable youth and extreme corporal perfection. And also, a pattern that characterizes women devoid of intellectual roles and arguments to purchase and sell, which is an example of symbolic power and objectification of the female body.

We Shape the Image, the Image Shapes Us: The Impact of Advertising Photographs in the Processes of Feminine Subjectivity

Following the poststructuralist discourse on human beings as social constructions, this essay is part of an analysis that explores the role of design in the configuration of bodies and identities through the consumption of images and, subsequently, objects, services and practices. The advertising photograph, as a specific shape of the iconic language in the contemporary societies, plays a crucial role in the construction of who we are by guiding, somehow, those referential and reiterative actions that materialize what the social discourse claims (following Judith Butler's concept of performativity). Given the importance of the advertising images as reference not only of an ideal society, but also of ideal human beings, this text wonders about the procedures through which such images relate their referents under the following hypothesis: the advertising photograph shifts individual's identities by making them imagine, envision and move toward an idealistic version of themselves.

Women’s Portraits Present in Print Fashion Advertisements: A Content Analysis of Spanish Fashion Magazines from 2002 to 2009.

International Companions to Media Studies. Vol. 3: Content and representation (pp. 74-94), 2013

This chapter presents the findings of a content analysis of 568 luxury brand (e.g., Gucci, Dior, Loewe, Chanel) print advertisements published between in high-circulation Spanish women's magazines -Vogue, Telva, Elle, Cosmopolitan, and Woman. We address the following two research questions: (1) Which female stereotypes are used to portray women in the luxury fashion brands' print advertisements? (2) Do certain factors explain the use of each female stereotype in advertising? Our findings reveal the most frequently portrayed role for female models in these ads is the "hedonist and sensual," which shows women above all as objects of pleasure who also narcissistically contemplate their own beauty. This advertising stereotype reinforces and crystallizes the social stereotype of the woman who is valuable as long as she is physically attractive.

Imagem, Cultura Visual e Publicidade: Convergências e Universos Plurais

Vista, 2023

The introduction to this issue of Vista journal, whose thematic section delves into advertising and visual culture, requires a broad look, yet brief, touching upon some of the related topics which, in themselves, are inexhaustible universes. The image is one of these entities, and, in this sense, it is fundamental to this text. Perhaps that is why we felt the need to give it a certain temporal breadth, to fix it within this historical perspective, to demonstrate its importance in the construction of the individual and, hence, of society, keeping in view what is perhaps the most decisive question: what is the image, anyway?

The body in portuguese advertising

2005

Our research was aimed at understanding the different types of bodies used in Portuguese ads, verifying in which way ads, by transmitting certain images of the human body, convey notions of youth, beauty and seduction, which are normally idealised as having an erotic charge, especially the female body, whose social and effective appeal are essentially of a symbolic nature. So, we studied the different body types; social marks; body expressions and postures; type of scenarios; arguments and appeals in the ads; and the social values inherent to them.N/

How Women Are Depicted In Ads? A Content Analysis Study With Brazilian Advertisements

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways: stereotyped, idealized and plural portrayals. Our results have revealed that some specific images have changed; however, they continued to be stereotyped and idealized.