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Who are you?: Deciphering the construction of gender stereotype in three billboard images from the turn of the 19th C.
Stockholm University, Faculty of Humanities, Department of Culture and Aesthetics.
2014 (English)Student paper other, 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis concerns Spanish billboard images from the turn of the 19th C. The empiric material is based on three posters created by the artist Ramón Casas i Carbó. The purpose of this thesis is to deconstruct and explore how visual rhetoric works producing gender stereotyped meaning. The theoretical frame is based on visual rhetoric, non-verbal communication and gender stereotypes. Secondary disciplines are briefly mentioned as history, social customs, and fashion of Spanish women by the turn of the 19th C. Special attention is given to the Manila shawl.

The method used is a socio-semiotic analysis. Each artwork is separately analysed delving into a discussion from a gender perspective.

Women’s portrayal within a specific context and fashion in these billboards seems to be determined by how the depicted image is linked to the attributes, text, and the commodity on sale telling a story beyond the visual representation.

The thesis ends with a final conclusion which explains how certain meanings have socially been constructed producing gender stereotype -also perpetuated through the artist’s objective lens- bringing in an idea of the vision of the world in regard to women in the Spain of the turn of the 19th C.

Place, publisher, year, edition, pages
2014. , 54 p.
Keyword [en]
Advertising, Billboard, Gender, Stereotype, Visual rhetoric
National Category
URN: urn:nbn:se:su:diva-113174OAI: diva2:783300
Available from: 2015-03-20 Created: 2015-01-25 Last updated: 2015-03-20Bibliographically approved

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