RT info:eu-repo/semantics/bachelorThesis
T1 Women's roles and images in advertising. A pragmatic perspective.
T2 Los papeles e imágenes de la mujer en la publicidad. Una perspectiva pragmática.
A1 Gago Gómez, Liliana
A2 Filología Francesa e Inglesa
K1 Relevance Theory
K1 Women Studies
K1 Gender Studies
K1 women
K1 advertising
K1 advertisement
K1 communication
K1 gender roles
K1 sexism
K1 stereotypes
K1 Teoría de la Relevancia
K1 Estudios de mujer
K1 Estudios de género
K1 mujeres
K1 publicidad
K1 anuncio
K1 comunicación
K1 roles de género
K1 sexismo
K1 estereotipos
AB Since publicity plays an important role in shaping societies’ beliefs, customs, behaviour and education, researchers are focusing increasingly on the study of advertisements’ adequacy. To this effect, the present study aims to analyse the roles and images of women in the advertising world of the Western culture. Through the comparison of five pairs of advertisements from the present and the past century, along with the application of Relevance Theory, this paper studies what and how advertisements involving women communicate. Besides, this study examines the changes in the depiction of women between the past and the present centuries’ advertisements. In this way, this work supports the evidence that the relevance-theoretic approach can be applied to the interpretation of advertisements merging visual and textual content. Moreover, it also provides an account of the main portrayals of women used in advertising. Thus, the conclusions confirm, on the one hand, that contemporary advertisements communicate more information implicitly than their 20th-century counterparts, and on the other hand, that 21st-century advertisements continue and perpetuate the roles and images based on women’s sexual objectification, sexism, stereotypes and classical archetypes used in elder advertisements. Due to the many impacts of advertising, such conclusions highlight the urgency to change advertisements portraying women to fit in the contemporary world that fights for gender equality and women’s rights.
YR 2017
FD 2017-11-09
LK http://hdl.handle.net/10498/19824
UL http://hdl.handle.net/10498/19824
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 17-ene-2021