Identificador: TDX:4396
Autors: Lo Celso, Adela Maria
Resum:
In line with abundant research on gender stereotypes, this work seeks to unravel what concepts of women are generated, repeated and perpetuated by advertising campaigns as a message to society. To achieve this, and as a result of an exhaustive bibliographic review linked to semiology and discourse analysis, we have designed a semiotic square that makes it easier to examine advertising images from any graphic medium. From a denotative, connotative and pragmatic level we focus on the construction of the stereotype, taking into account the action and context of representation of the character, as well as the relationships established in each category (action: live and mannequin; context: place and not place).
Using this semiotic-discursive analysis proposal, we qualitatively reveal what stereotype of women is reflected in advertising campaigns, specifically those collected in Para Ti magazine, the Argentine graphic medium with more than 100 years in the publishing market. To do this, we work on fashion productions and advertising from external companies from a pivotal year in the life of the magazine: 2018, the last year of paper printing.
After the qualitative survey we consider the hypothesis that the stereotype represented by the magazine and the brands does not reflect the real life of women who make work life compatible with their emotional - family life, this balance meaning a true social contribution. In contrast, we maintain that advertising represents solitary women, extremely thin (even accentuating sickly features), obsessed with youth and beauty, rarely happy and in positions or places that denote little occupation of time. In turn, we postulate that the work environment is the absent stereotype.
Focusing on the action and the context of the female character used in stereotypes of graphic pieces, the research seeks to contribute towards a female representation more in line with contemporary life.
Repositori URV