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e-Book The Construction of Masculinity and Femininity in Alcohol Advertising download

e-Book The Construction of Masculinity and Femininity in Alcohol Advertising download

by Tessa Nowosenetz

ISBN: 3639107063
ISBN13: 978-3639107067
Language: English
Publisher: VDM Verlag (December 1, 2008)
Pages: 84
Category: Communication and Journalism
Subategory: Other

ePub size: 1967 kb
Fb2 size: 1287 kb
DJVU size: 1481 kb
Rating: 4.9
Votes: 200
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Representations of Femininity and Masculinity in Advertising Practices.

Representations of Femininity and Masculinity in Advertising Practices. These, in turn, bring indications of femininity and masculinity when they transmit life styles and goods. This article chooses Barbie doll for a discussion about childhood trying to reflect about behavior and body patterns taught to children. The target is then to discuss ideals of consumption, femininity and pleasure introduced by that doll, one of the childhood icons of girls from all around the world.

The author discusses the masculinity and femininity typology. Females with this type have behavior models that are accompanied by alcohol addiction, drug addiction, child abandonment and other destructive patterns. Masculinity and femininity in the broadest sense are a set of attitudes, roles, norms of behavior, hierarchy of values typical of the male and female sex in each specific society. A more detailed interpretation of masculinity and femininity can be given in terms of the gender theory.

Keywords: Alcohol Advertising, Femininity, Race, Textual Analysis, Anti-feminist. Media shape our identity, which makes radio, television, magazines and newspapers aids of the revolution (Toison, 1996).

Masculinity and femininity, from a cultural point of view and not from a gender point of view, give an indication .

Masculinity and femininity, from a cultural point of view and not from a gender point of view, give an indication of the direction of motivation. Whether this is goal oriented ( masculine) or whether this is process oriented ( feminine). What’s Wrong With Masculinity and Femininity? The main problem lies in the association that many people have or make when they hear these two words; often they are immediately associated with gender; the woman man comparison. And that was never the intention.

Abstract: This thesis focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen’s Quarterly (GQ). Alcohol advertisements address the reader in a way that sells the lifestyle that is associated with the product. South African advertising has been found to depict women as passive sex objects and men as strong, intelligent and as the dominant gender.

Masculinity vs. femininity (MAS): In this dimension, masculinity is defined as "a preference in society for achievement, heroism . These levels are overlooked often because of the nature of the construction of these levels. femininity (MAS): In this dimension, masculinity is defined as "a preference in society for achievement, heroism, assertiveness and material rewards for success". Its counterpart represents "a preference for cooperation, modesty, caring for the weak and quality of life". There is sampling discrepancy that disqualifies the survey from being authoritative on organizations, or societies, or nations as the interviews involved sales and engineering personnel with few, if any, women and undoubtedly fewer social minorities participating (Moussetes, 2007).

TYFemininity and masculinity, or one's gender identity (Burke et a. Androgyny is a combination or balance of masculinity and femininity, allowing for the possibility that individuals can express both.

TYFemininity and masculinity, or one's gender identity (Burke et al. 1988; Spence 1985), refer to the degree to which persons see themselves as masculine or feminine given what it means to be a man or woman in society. Instead of conceptualizing masculinity and femininity as opposite ends of a continuum, where masculinity on one end precludes one from being feminine on the other end, in androgyny, masculinity and femininity are separate dimensions that can be combined.

This book provides a welcome ‘correction’ to the woman-centered bias in the field of gender and development. Paulson demonstrates how analyses which focus solely on women not only miss half the story, but are also unsatisfactory without attention to the complex ways that gender intersects with class, race and ethnicity, and space, among other factors. Her emphasis is on the different constructions of masculinities (and ways they intersect with socioeconomic class, ethnicity, race, age and sex) that do not find a place in statistical categories.

Being the stoical tough guy might result in a charge of toxic masculinity and being deemed out of touch with your . So, what is the way forward for men? Do we adapt to the role set out for us by others or fall back into the familiar comforts of certain unhelpful and negative traits?

Being the stoical tough guy might result in a charge of toxic masculinity and being deemed out of touch with your emotions, while playing the sensitive nice guy who takes the sins of his gender (past and present) unto himself may not win the respect of females in the long run. Ultimately, would even the most ardent feminist want a man emasculated of all his traits, both good and bad? . So, what is the way forward for men? Do we adapt to the role set out for us by others or fall back into the familiar comforts of certain unhelpful and negative traits?

This study focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen's Quarterly (GQ). Alcohol advertisements address the reader in a way that sells the lifestyle that is associated with the product. Within the lifestyle depicted in the advertisement, there may also be an identity and a specific gender identity that the reader may be encouraged to incorporate in order to achieve the lifestyle associated with the advertised product. Advertising in general has often been implicated in constructing masculinity, and in particular, femininity in narrow or restricted ways. The mass media and advertising extend upon existing societal 'norms' and discourses regarding the construction of masculinity and femininity by sending these discourses or constructions back into society in the form of advertising. A discourse analysis was employed to investigate to what extent advertising has used gender based societal discourses as well as what dominant structures or portrayals of gender appear in South African alcohol advertising.
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