COMM 101 Paper#3 Literature Review

COMM 101 Paper#3 Literature Review - Sasha Wang COMM...

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Sasha Wang COMM 101.003 Jimmy Draper 04/03/08 Paper #3: Literature Review Portrayals of Women in Magazine Advertisements
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Wang 2 Introduction The beauty and fashion magazine industry has grown to be a cultural phenomenon in the United States. Women gravitate toward these magazines for trends, advice, news, and gossip. However, these magazines do not just consist of articles and fashion spreads; beauty and fashion advertisements are plentiful in these magazines and their significance must not be overlooked. When reading through these magazines, women pay just as much attention to these advertisements as they do to the rest of the magazine. Although the media effects of these advertisements will not be explored, it is the great extent of exposure to these popular advertisements that make their content worth analyzing. It seems that the portrayal of women in magazine advertisements focus mainly on a woman’s physique and sexuality, making the importance of a woman’s character no longer apparent. The makeup, lighting, and airbrushing that go into the production of these advertisements contribute to the illusion of a physically perfect woman. There seems to be no emphasis on the woman’s internal characteristics or emotions. The advertisements do not at all seem to allude to a woman’s intelligence. There is no way of knowing if that beautiful woman has any talents in the artistic, athletic, or academic fields. There is no hint of how she takes care of her friends and family. The emphasis on her physique alludes to the need to attract a male. Perhaps the ability to satisfy a man’s sexual desires is what gives a woman power and value. This then begs the question, how has femininity been constructed in beauty and fashion magazine advertisements in the United States? In attempts to answer this, literatures that address this topic will be reviewed. Scholars’ textual analyses on advertisements that are found in magazines, preferably in those targeted toward a female audience, will be used.
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Wang 3 Summaries of Scholarly Sources In Taking It All off Again: the Portrayal of Women in Advertising over the Past Forty Years , Carpenter and Edison analyzed the content of advertisements in six magazines in 2004,
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COMM 101 Paper#3 Literature Review - Sasha Wang COMM...

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