Bookcover of The Construction of Masculinity and Femininity in Alcohol Advertising
Booktitle:

The Construction of Masculinity and Femininity in Alcohol Advertising

A discourse analysis

VDM Verlag Dr. Müller (2008-12-11 )

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ISBN-13:

978-3-639-10706-7

ISBN-10:
3639107063
EAN:
9783639107067
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Tessa Nowosenetz
Number of pages:
84
Published on:
2008-12-11
Stock:
Available
Category:
Psychology
Price:
49.00 €
Keywords:
Advertising, Gender, discourse analysis, Masculinity, Femininity, Alcohol Advertising, Men''s Magazines, psychology, social constructionism, Gender Stereotypes, Alcohol Advertising

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