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Advertisement Through the Male Gaze: A Qualitative Study on How Gendered Fashion Advertisement is Perceived
University West, Department of Economics and IT, Divison of Law, Economics, Statistics and Politics.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor’s thesis examines the perception of gender stereotyped fashion advertisement according to two generational groups of women (>60 or <25) without university degrees. The study is comparative and derives from a problem definition which focuses on the (re)production of gender roles through advertisement which perpetuates unequal power structures. The study aims to describe the perception of the two groups through in-depth interviews with six women in total. Thus, the study uses a qualitative approach and has a twoparted theoretical framework. The selection of advertisements that are reviewed by the respondents originates from the Male Gaze theory and the Madonna/Whore Complex with indicators of nudity and position. Moreover, the interviewees’ responses are analyzed through the Madonna/Whore Complex, the Objectification Theory and the Theory of Generations. This thesis suggests that the categorization of women as Whores or Madonnas in advertisement is perceived to be true by both groups. It proposes a great generational difference, as that the younger generation women see the categorization of women as either Whores or Madonnas in the social world, while the older do not. Concluding, harmful beauty norms and feminine behavioral traits seem to be partly internalized

Place, publisher, year, edition, pages
2017. , 60 p.
Keyword [en]
Portrayal of Women, Perception of Fashion Advertisement, Gender Stereotypes, The Male Gaze, Madonna/Whore Complex
National Category
Political Science
Identifiers
URN: urn:nbn:se:hv:diva-11430Local ID: EIS501OAI: oai:DiVA.org:hv-11430DiVA: diva2:1139628
Subject / course
Political science
Educational program
International Programme in Politics and Economics
Supervisors
Examiners
Available from: 2017-09-08 Created: 2017-09-08 Last updated: 2017-09-08Bibliographically approved

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Citation style
  • apa
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  • de-DE
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  • nn-NO
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