- We will send in 10–14 business days.
/images/books/13175089/9783639107067.jpg)
- Author: Tessa Nowosenetz
- Publisher: VDM Verlag
- ISBN-10: 3639107063
- ISBN-13: 9783639107067
- Format: 15.2 x 22.9 x 0.4 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
The Construction of Masculinity and Femininity in Alcohol Advertising (e-book) (used book) | bookbook.eu
Reviews
Description
This study focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen's Quarterly (GQ). Alcohol advertisements address the reader in a way that sells the lifestyle that is associated with the product. Within the lifestyle depicted in the advertisement, there may also be an identity and a specific gender identity that the reader may be encouraged to incorporate in order to achieve the lifestyle associated with the advertised product. Advertising in general has often been implicated in constructing masculinity, and in particular, femininity in narrow or restricted ways. The mass media and advertising extend upon existing societal 'norms' and discourses regarding the construction of masculinity and femininity by sending these discourses or constructions back into society in the form of advertising. A discourse analysis was employed to investigate to what extent advertising has used gender based societal discourses as well as what dominant structures or portrayals of gender appear in South African alcohol advertising.
EXTRA 10 % discount with code: EXTRA
The promotion ends in 18d.10:16:30
The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Tessa Nowosenetz
- Publisher: VDM Verlag
- ISBN-10: 3639107063
- ISBN-13: 9783639107067
- Format: 15.2 x 22.9 x 0.4 cm, softcover
- Language: English English
This study focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen's Quarterly (GQ). Alcohol advertisements address the reader in a way that sells the lifestyle that is associated with the product. Within the lifestyle depicted in the advertisement, there may also be an identity and a specific gender identity that the reader may be encouraged to incorporate in order to achieve the lifestyle associated with the advertised product. Advertising in general has often been implicated in constructing masculinity, and in particular, femininity in narrow or restricted ways. The mass media and advertising extend upon existing societal 'norms' and discourses regarding the construction of masculinity and femininity by sending these discourses or constructions back into society in the form of advertising. A discourse analysis was employed to investigate to what extent advertising has used gender based societal discourses as well as what dominant structures or portrayals of gender appear in South African alcohol advertising.
Reviews