Gendered bodies: Representations of femininity and masculinity in advertising practices
2011 (English)In: Cultural Marketing Management / [ed] Lisa Penaloza, Nil Toulouse och Luca Visconti, Routledge, 2011, 1, 392-407 p.Chapter in book (Refereed)
This chapter introduces the topic of representations of masculinity and femininity in advertising practices. We will show the differences between a common, taken-for-granted understanding of gendered representations in advertising and a cultural perspective, which takes the culturally and socially constructed nature of gender into consideration. We will also demonstrate how marketing managers can adopt a traditional approach or a cultural approach to their advertising strategies in relation to gender. They may also adopt a complacent strategy or a subversive strategy. There are therefore four choices available to marketing managers in terms of their advertising strategies. These are traditional/complacent, traditional/subversive, cultural/complacent or cultural/subversive. We illustrate these positions with examples from contemporary advertising campaigns. The key implication is that the discussion invites present and future marketing managers to take a more macro and reflective view of gendered representations. By sensitizing managers to wider macro issues, we argue that they can make a more informed choice about whether to sustain the status quo of conventional gendered representations (the complacent strategy) or whether to aspire to taking a vanguard position by challenging traditional representations and thereby offering something new instead (the subversive strategy).
Place, publisher, year, edition, pages
Routledge, 2011, 1. 392-407 p.
advertising, body representation, femininity, gender, masculinity
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-66814ISBN: 978-0-415-60683-7OAI: oai:DiVA.org:su-66814DiVA: diva2:468678