The Construction of Beauty: A Cross-Cultural Analysis of Women's Magazine Advertising

Frith, Katherine T.

doi:10.1093/joc/55.1.56

Cited by 57 publications

(90 citation statements)

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“…The work of Harrison, Biljana and Cornwell (2001) further added that in cases where women are not able to conform to the ideal and impossible standard portrayed by media images, the majority of them are reported to go to a great length of effort to manipulate and change what is necessary as to what is required and portrayed in media images, typically their faces and bodies. In particular, it was noted that most women seem to have conditioned to view their faces as a mask and their body as an object (Frith, Shaw and Cheng, 2005). They are often in constant need of alteration, improvement and disguise.…”

Section: Discussionmentioning

confidence: 99%

“…As mentioned in the previous portfolio, the perception of woman talking about their menstrual periods and sanitary pads is one which is often viewed in a close-minded manner and should not be talked about in public (Ginsburg, 1996;Kay, 2005;Singh, Singh, Arora and Sen, 2006), especially in most prominent Malay conservative-minded countries, like Malaysia (Ong and Seah, 2001) and Indonesia (Frith, Shaw and Cheng, 2005). Nevertheless, there is an increasing trend of sanitary pads being advertized in the local media (Gale, 1993), such as the one presented in this portfolio.…”

Section: Theme Of Confidencementioning

confidence: 99%

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The Construction of Beauty in Malay Magazine Advertisements

Lim

Ting

2011

CMR

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The images in advertisements have the power to shape one's perception, specifically the way one looks at the world. While the images of women portrayed in most advertisements in the American and European context are often seen as a creation of artificiality that establishes an impossible standard of physical perfection for most women, the question of whether such a state of affairs exists in the Asian context and the underlying reasons for such a state remains in ambiguity. This paper seeks to shed some light in this dark area of the scholarship and contribute its findings to the body of knowledge as it aims to provide an in-depth investigation on how women are portrayed in Malay advertisements and the implications that may be perceived by its viewers, with a concentration on the area of artificiality. Several distinguished famous advertisements featuring women found in Malay magazines that are distributed worldwide were analyzed using a qualitative thematic analysis. The findings of the study indicates that women in Malay advertisements were being portrayed: (i) in an ideal yet artificial state of perfect facial beauty, (ii) passive and as a precious belonging to men, (iii) young with the characteristics of intelligence, cheer and beauty, (iv) being absolutely slim in all conditions, and (v) having high confidence even in their worst periods of the month. The rationales in the elucidation of the observed phenomenon and the subsequent theoretical and managerial implications were also presented in the paper.

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Section: Discussionmentioning

confidence: 99%

Section: Theme Of Confidencementioning

confidence: 99%

The Construction of Beauty in Malay Magazine Advertisements

Lim

Ting

2011

CMR

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“…Thus, ideal beauty would be different for every culture as every culture establishes standards that are adopted by varying expressions according to the historic period of the society (Frith et al, 2006). These beauty standards generate anomalous concerns and behaviours linked to body image and directed at obtaining these ideals.…”

Section: Homogenisation Processes Of the Body Ideal Regarding Physicamentioning

confidence: 99%

“…Historically, even the Eurocentric beauty standard regarding ideal body shape has changed in the last 50 years, moving from more voluptuous female shapes to extremely stick-thin body shapes, such the British model Twiggy in the 1960s, and this has never really yielded to a more normal average-sized female body (Frith et al, 2006). Indeed, the stereotypes of a thin body ideal for women and a muscular body ideal for men may also facilitate a full range of unhealthy weight loss practices to control the body image (Gandarillas et al, 2003;Grogan, 2006;Perez-Gaspar et al, 2000), which may lead to idealised cultural values.…”

Section: Homogenisation Processes Of the Body Ideal Regarding Physicamentioning

confidence: 99%

Westernization: The Role of Mass Media on Body Image and Eating Disorders

Sepúlveda¹,

Calado²

2012

Relevant Topics in Eating Disorders

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“…Son códigos impregnados de valores sociales que podríamos decir que son impuestos por las instituciones políticas, educativas, económicas. Los relatos de la publicidad muestran patrones culturales a través de experiencias aparentemente iguales entre receptores y personajes y ambientes publicitados (Curran, 1981;Mick and Buhl, 1992;Scott, 1994a;Frith, Shaw and Cheng, 2005). Sin embargo, cuando analizamos escenarios y relaciones sociales representadas en la publicidad nos damos cuenta de que se trata de un artefacto persuasivo y que, en realidad, las experiencias culturales de la mayoría de la sociedad distan mucho de las experiencias amables y opulentas de la ficción audiovisual publicitaria.…”

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Cronotopos y estereotipos de la ficción publicitaria. Un análisis sobre la identificación del receptor con el relato publicitario

López

Ortuño

2014

Hist. Comun. Soc.

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Resumen:En el relato publicitario hay dos componentes principales con los que el receptor se identifica. Son el cronotopo y los personajes estereotipados. El objetivo del presente trabajo es analizar cómo estas dos categorías narrativas imponen límites en el proceso de decodificación por parte de la audiencia. Para ello, desarrollamos un análisis de contenido de 612 anuncios televisivos (2009)(2010)(2011)(2012)(2013). Los resultados nos muestran que escenarios y relaciones representados ofrecen al receptor esperanzas de una vida mejor; ofrecen un mundo de ficción que permite a los individuos identificarse con el sueño de experiencias que mejoran sus condiciones actuales. Aunque estas nuevas experiencias solo son posibles mediante el consumo de los objetos publicitados.Palabras clave: publicidad televisiva; cronotopo; personajes; estereotipos Chronotopes and stereotypes in advertising fiction. An analysis of the identification of the receptor with the advertising story Abstract:In the advertising story there are two main components to the receiver is identified. They are the chronotope and stereotypical characters. The aim of this paper is to analyze how these narrative categories impose limits on the advertising text audience's decoding. For this purpose we develop a content analysis of 612 television adverts (2009)(2010)(2011)(2012)(2013). The research results show that the relations and scenes represented offer the receiver hopes of a better life; they offer a fiction world that allows individuals to identify with the dream of experiences that improve their current conditions. However, these new experiences are only possible through the use of advertised objects.

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The Construction of Beauty: A Cross-Cultural Analysis of Women's Magazine Advertising

Cited by 57 publications

References 0 publications

The Construction of Beauty in Malay Magazine Advertisements

The Construction of Beauty in Malay Magazine Advertisements

Westernization: The Role of Mass Media on Body Image and Eating Disorders

Cronotopos y estereotipos de la ficción publicitaria. Un análisis sobre la identificación del receptor con el relato publicitario

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