The Woman in Pieces

Everardo Rocha

SAGE Open, 2013, vol. 3, issue 4, 2158244013506717

Abstract: This article aims to analyze the representation of the feminine identity in advertising. It explores the notion of social identity as a category that is experienced in the tension between classification and value. It also discusses the logic by which ads elaborate an image and, while in this process, transform the woman into a silent and fragmented body. In this article, I follow the anthropological tradition of symbolic systems analysis, and with it contribute to the debate concerning social representations throughout mass communication in general and, particularly, in advertising.

Keywords: anthropology of consumption; advertising and culture; communication studies; media and society; images of the woman (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:3:y:2013:i:4:p:2158244013506717

DOI: 10.1177/2158244013506717

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