Journal
SAGE OPEN
Volume 3, Issue 4, Pages -Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/2158244013506717
Keywords
anthropology of consumption; advertising and culture; communication studies; media and society; images of the woman
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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.
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