Measuring Up

Shields, Vickie Rutledge; Heinecken, Dawn

doi:10.9783/9780812204025

Cited by 24 publications

(4 citation statements)

References 7 publications

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“…Pryor and Knupfer's (1997) research asserts stereotypes through media commercials are quite influential and capable of turning the viewers into manipulated consumers when they lack critical viewing skills. Studies have also found different impacts of commercials on males and females (Shields, 2013). According to this research, commercials persuaded men to buy certain products, however, women found that commercials shaped their conscious and subconscious minds, impacted their daily lives, and gender behaviours (Shields, 2013).…”

Section: Media and Gender Representationsmentioning

confidence: 74%

“…Studies have also found different impacts of commercials on males and females (Shields, 2013). According to this research, commercials persuaded men to buy certain products, however, women found that commercials shaped their conscious and subconscious minds, impacted their daily lives, and gender behaviours (Shields, 2013). Likewise, research in the Indian context concerning girls' response to the media pressure found that the girls were pressurized to look beautiful, have a perfect body shape by changing their eating patterns, and often lacked confidence when they did not meet the criteria (Das & Sharma, 2016).…”

Section: Media and Gender Representationsmentioning

confidence: 99%

“…Objectification and erotic representation of the female body in the ads (Shields, 2013) were other features in the advertisements. The neutral products like paints and cosmetics had women who were erotically presented.…”

Section: Erotic Use Of Females In the Paint Commercialsmentioning

confidence: 99%

See 2 more Smart Citations

Gender Representation in Nepali Commercials

Paneru¹

2021

Pravaha

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This paper explores gender representation in visual media, especially in commercials broadcasted through various Nepali visual media. A content analysis of twenty-one commercials was done underpinning gender and feminist perspectives to explore gender representation in them. The advertisement samples were selected among some popular brands and the products of everyday use. The findings suggested reinforcement of traditional gender roles and reproduction of gender hierarchies by depicting men and women in traditionally specified roles, appearances, and concepts. Cooking, washing, and childcare were regarded as female jobs. More men were depicted in occupational roles and females were projected in relational roles. This research is based on the claim that biased gender representations in media sustain gender bias attitudes on viewers thus a careful selection of gender-neutral or counter-stereotypical content should be promoted.

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Section: Media and Gender Representationsmentioning

confidence: 74%

Section: Media and Gender Representationsmentioning

confidence: 99%

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Gender Representation in Nepali Commercials

Paneru¹

2021

Pravaha

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“…Scholars have long expressed concern over the media's influence on the body image of both men and women and girls and boys (Aubrey, 2007;Hargreaves & Tiggemann, 2009;Harper & Tiggemann, 2008;Shields & Heinecken, 2001;Stice, Spangler, & Agras, 2001). Even one of Montag's co-stars expressed misgivings about the potential impact that Montag's actions may have on young girls: I hope that girls don't read the article, look at the decisions that Heidi made, and think that's normal.…”

Section: Explainsmentioning

confidence: 99%

Ethical Dimensions of Cosmetic Surgery

Lunceford

2016

International Journal of Technoethics

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The promise of cosmetic surgery is that one can reshape his or her body to remove perceived defects and thus have a perfect body. Although in practice this is not always the result, many continue to pursue this potential. One extreme example of this impulse is actress Heidi Montag, who underwent ten different plastic surgery procedures in one day. But the decision to undergo cosmetic surgery is not made in a vacuum. Individuals are influenced by others, including the media, the surgeons, and themselves. This essay uses Montag's experience to explore four ethical considerations surrounding cosmetic surgery—the surgeon, the patient, the media, and society—and concludes with a discussion of potential correctives for ethical failures in each of these areas.

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Rewriting in English-Chinese translation of brand names

Cui

2017

Babel

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A brand name is an essential part of an advertising campaign, identifying and being closely associated with a product or a manufacturer. One of the major functions of a brand name is to catch the attention of the audience and enhance their memorization. This research takes English-Chinese translation of brand names as an example and studies a prominent feature or strategy of brand name translation, namely rewriting to establish images in relation to the original pronunciation and/or logo. The translation of brand names is not bound by the original semantic meaning and is highly flexible, but it often retains the original sound or pronunciation. In the case of English-Chinese translation, brand names are often rewritten in that a new meaning is presented in the translation and images are established that are associated with the product or manufacturer. This study views image in its broadest sense, establishes a framework of images covering both concrete and abstract versions and discusses the functions of images in increasing the memorability of a brand name and engaging the audience’s emotions. A corpus of 316 English brand names with Chinese translations is considered and two examples are selected for discussion, one looking at the establishment of a concrete image and the other an abstract image. Such rewriting is analysed in relation to the functions of brand names in the hope of providing translators with a point of reference.

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Measuring Up

Cited by 24 publications

References 7 publications

Gender Representation in Nepali Commercials

Gender Representation in Nepali Commercials

Ethical Dimensions of Cosmetic Surgery

Rewriting in English-Chinese translation of brand names

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