WOMEN IN REVIEW: BODY REPRESENTATION IN THE SOCIAL IMAGINARINES
DOI:
https://doi.org/10.12957/demetra.2016.20765Keywords:
Human body. Advertisements. Food and beverages. Gender identify.Abstract
The aim of this study was to analyze food and beverage ads containing the female body figure (fragmented or whole) reported by Seleções (Reader’s Digest) between 1944 and 1948 and Claudia magazine between 2004 and 2008. Magazine advertisements were analyzed semiotically in order to shed light on the social imaginariness of the female figure at two moments. We have identified 82 food and beverage ads, 33 ads in the sample of Seleções and 49 ads in the sample of Claudia. The representation of women’s body in the social imaginariness was organized into two categories: multifunctional image and body perception. The ads in Seleções depict two types of women: “traditional woman” – housewife (37.5%), wife (20.83%); and “modern woman” – happy (37.5%), sensual (20%) – representing only one type of woman: “queen of the home.” The ads address relationships, children and how women can please their husbands by means of food. In Claudia magazine, women’s roles were the same. However, we have found an “advancement” in women’s profile (35.21%) over the decades: women appear as active in the labor market (9.86%), happy (26.04%), with a healthier body (22.92%) and a more beautiful body (21.87%), as evidence of a beauty standard exposed and/or imposed by society. In addition, there was an increase in the mother’s image (23.94%) in ads depicting the influence of women on children’s consumption. Therefore, we call today’s women “hypermodern women,” who not only play social roles (mother-wife-housewife-woman-professional) but have also moved on to a higher stage of modernization.
DOI: 10.12957/demetra.2016.20765
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