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Females in print advertisements: the cultural stance

The visual imagery provided by the advertisements can tell powerful stories of our attitudes, values, beliefs and behaviours through meanings and associations. Scholars advocated the view that language of advertising not only conveys information about the product but also cultural values. In a...

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Main Authors: Lim, Li Yin, Lee, Siew Chin
Format: Article
Language:English
Published: Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2020
Online Access:http://journalarticle.ukm.my/16369/1/246-Article%20Text-341-1-10-20200425.pdf
http://journalarticle.ukm.my/16369/
http://spaj.ukm.my/jws/index.php/jws/issue/view/13
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spelling my-ukm.journal.163692021-04-07T02:32:16Z http://journalarticle.ukm.my/16369/ Females in print advertisements: the cultural stance Lim, Li Yin Lee, Siew Chin The visual imagery provided by the advertisements can tell powerful stories of our attitudes, values, beliefs and behaviours through meanings and associations. Scholars advocated the view that language of advertising not only conveys information about the product but also cultural values. In advertisements, women are often used as baits to attract customers’ attention. Media is gendered, displaying specific trends and patterns associated with the female gender. Thus, in media, women are portrayed in diverse roles in positions of power, yet also exploited in positions of inequality; from household chores, to objects of sexual desire. Hence, the research question of “What roles are ascribed to the female gender in print advertisements?” This research aims to explore 1) the roles of female in digital print advertisements; and 2) the meaning-makings through representation of these females. Eight print advertisements are purposely selected for this study. In the findings, females are associated with: feminine touch, physical lowering, function ranking, licensed withdrawal and ritualization of subordination. Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2020-01 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/16369/1/246-Article%20Text-341-1-10-20200425.pdf Lim, Li Yin and Lee, Siew Chin (2020) Females in print advertisements: the cultural stance. Jurnal Wacana Sarjana, 4 (1). pp. 1-10. ISSN 2600-9501 http://spaj.ukm.my/jws/index.php/jws/issue/view/13
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The visual imagery provided by the advertisements can tell powerful stories of our attitudes, values, beliefs and behaviours through meanings and associations. Scholars advocated the view that language of advertising not only conveys information about the product but also cultural values. In advertisements, women are often used as baits to attract customers’ attention. Media is gendered, displaying specific trends and patterns associated with the female gender. Thus, in media, women are portrayed in diverse roles in positions of power, yet also exploited in positions of inequality; from household chores, to objects of sexual desire. Hence, the research question of “What roles are ascribed to the female gender in print advertisements?” This research aims to explore 1) the roles of female in digital print advertisements; and 2) the meaning-makings through representation of these females. Eight print advertisements are purposely selected for this study. In the findings, females are associated with: feminine touch, physical lowering, function ranking, licensed withdrawal and ritualization of subordination.
format Article
author Lim, Li Yin
Lee, Siew Chin
spellingShingle Lim, Li Yin
Lee, Siew Chin
Females in print advertisements: the cultural stance
author_facet Lim, Li Yin
Lee, Siew Chin
author_sort Lim, Li Yin
title Females in print advertisements: the cultural stance
title_short Females in print advertisements: the cultural stance
title_full Females in print advertisements: the cultural stance
title_fullStr Females in print advertisements: the cultural stance
title_full_unstemmed Females in print advertisements: the cultural stance
title_sort females in print advertisements: the cultural stance
publisher Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
publishDate 2020
url http://journalarticle.ukm.my/16369/1/246-Article%20Text-341-1-10-20200425.pdf
http://journalarticle.ukm.my/16369/
http://spaj.ukm.my/jws/index.php/jws/issue/view/13
_version_ 1696977209811533824
score 13.211869

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