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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16369/1/246-Article%20Text-341-1-10-20200425.pdf |
| _version_ | 1796932452970659840 |
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| author | Lim, Li Yin Lee, Siew Chin |
| author_facet | Lim, Li Yin Lee, Siew Chin |
| author_sort | Lim, Li Yin |
| collection | UKM |
| 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. |
| first_indexed | 2024-03-06T04:32:40Z |
| format | Article |
| id | ukm.eprints-16369 |
| institution | Universiti Kebangsaan Malaysia |
| language | English |
| last_indexed | 2024-03-06T04:32:40Z |
| publishDate | 2020 |
| publisher | Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | ukm.eprints-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 |
| spellingShingle | Lim, Li Yin Lee, Siew Chin Females in print advertisements: the cultural stance |
| title | 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_short | Females in print advertisements: the cultural stance |
| title_sort | females in print advertisements the cultural stance |
| url | http://journalarticle.ukm.my/16369/1/246-Article%20Text-341-1-10-20200425.pdf |
| work_keys_str_mv | AT limliyin femalesinprintadvertisementstheculturalstance AT leesiewchin femalesinprintadvertisementstheculturalstance |