Marketing images of gender: A visual analysis

Schroeder, Jonathan E.; Borgerson, Janet

doi:10.1080/10253866.1998.9670315

Cited by 136 publications

(120 citation statements)

References 33 publications

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“…Goffman showed that "every physical surround, every box for social gatherings, necessarily provides materials than can be used in the display of gender and the affirmation of gender identity" (1997,207). Standard advertising poses generally signal men's dominance over submissive women, be it through physical, financial, or psychological superiority (Kolbe and Albanese 1996;Nixon 1996;Schroeder and Borgerson 1998). By focusing upon behavior as performance he challenged the distinction between the image and lived experience.…”

Section: Advertising Consumption and Representationmentioning

confidence: 99%

“…Much previous research has discussed how advertising messages often restrict representations of the consuming body by limiting and structuring possibilities of masculine and feminine consumption (e.g., Barthel 1988;Elliot, Eccles, and Hodgson 1993;Goldman 1992;Kates 1999;Nixon 1996;Schroeder and Borgerson 1998;Stern 1993). One result is that advertising representations create mechanisms that simultaneously reinforce and (partly) conceal traditional notions of gender relations, that is, ad imagery often makes gender roles seem transparent, natural-just there (Goffman 1979).…”

Section: Identitymentioning

confidence: 99%

“…Thus, men are often shown doing something, or with an identity defined outside that of a pin-up, such as a sports star or businessman (cf. Schroeder and Borgerson 1998).…”

Section: The Male Pin-upmentioning

confidence: 99%

“…Our interdisciplinary visual method does not necessarily compete for authority with other approaches. Instead, it represents a useful, distinct level of analysis, particularly suited to sorting out meaning construction in visual images (see Bordo 1997;Hall 1997;Leiss, Kline, and Jhally 1990;Schroeder and Borgerson 1998;Stern and Schroeder 1994).…”

Section: Advertising Consumption and Representationmentioning

confidence: 99%

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Mirrors of Masculinity: Representation and Identity in Advertising Images

Schroeder

Zwick²

2004

Consumption Markets & Culture

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260

206

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Section: Advertising Consumption and Representationmentioning

confidence: 99%

Section: Identitymentioning

confidence: 99%

“…Thus, men are often shown doing something, or with an identity defined outside that of a pin-up, such as a sports star or businessman (cf. Schroeder and Borgerson 1998).…”

Section: The Male Pin-upmentioning

confidence: 99%

Section: Advertising Consumption and Representationmentioning

confidence: 99%

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Mirrors of Masculinity: Representation and Identity in Advertising Images

Schroeder

Zwick²

2004

Consumption Markets & Culture

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260

206

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“…Liang Haiming, an economist and columnist for Sina Finance, while using the strategy of close cropping that objectifies part of the female body (Schroeder and Borgerson 1998). Corresponding to such objectification, the large font text on the right says 'to call a woman a savvy shopper is a far better compliment than to say she is a capable earner.…”

Section: Calling All 'Spendthrift Chicks'mentioning

confidence: 99%

Patriarchal capitalism with Chinese characteristics: gendered discourse of ‘Double Eleven’ shopping festival

Meng

Huang

2017

Cultural Studies

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Abstract:In this article we consider the Double Eleven shopping festival as a major discursive site where the hegemony of what we call patriarchal capitalism with Chinese characteristics is articulated. The state, the market, the corporations, and the media, both mainstream and social media, all played an important role in building up a national spending spree that is deeply embedded in the current class and gender structure of China. The phenomenon of Double Eleven emerged at a time when state capitalism has been overwriting socialist institutions, while patriarchal ideology being further intensified through consumerism. As a consequence, the intersectionality of class and gender become increasingly manifest in the Chinese society. We start with a brief overview of the trajectory of gender politics in China since 1949, with specific focus on how the socialist project of seeking gender equality was gradually replaced by the quest for 'womanhood' and 'femininity'. We then discuss, using both secondary sources and our own analysis of news coverage of Double Eleven, why maintaining a high level of consumer demand is of crucial importance for the Chinese state and what the state's role has been in configuring the hegemonic gender order. A brief section on ideology and discourse lays out the conceptual framework of our analysis. It is at the intersection of a dissipating socialist ethos, emerging economic stagnation and ascending consumerism that the sexist discourse in relation to Double Eleven proliferates, and this is the analytical focus of our empirical section. We elaborate on the theoretical implications of the empirical analysis before concluding.2

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Advertising Masculinities

Rudloff¹

2020

The International Encyclopedia of Gender, Media, and Communication

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Marketing images of gender: A visual analysis

Cited by 136 publications

References 33 publications

Mirrors of Masculinity: Representation and Identity in Advertising Images

Mirrors of Masculinity: Representation and Identity in Advertising Images

Patriarchal capitalism with Chinese characteristics: gendered discourse of ‘Double Eleven’ shopping festival

Advertising Masculinities

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