Visual Analysis

Consumption Markets & Culture

ISSN: 1025-3866 (Print) 1477-223X (Online) Journal homepage: http://www.tandfonline.com/loi/gcmc20

Marketing images of gender: A visual analysis

Jonathan E. Schroeder & Janet L. Borgerson

To cite this article: Jonathan E. Schroeder & Janet L. Borgerson (1998) Marketing

images of gender: A visual analysis, Consumption Markets & Culture, 2:2, 161-201, DOI:

10.1080/10253866.1998.9670315

To link to this article: http://dx.doi.org/10.1080/10253866.1998.9670315

Published online: 24 Feb 2011.

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Date: 16 August 2016, At: 19:25

Marketing Images of Gender:

A Visual Analysis

Jonathan E. Schroeder* and Janet L. Borgerson**

An interpretive method drawing from social psychology, feminist

theory and art criticism is developed to analyze contemporary images

of gender. Utilizing and expanding upon visual research techniques, a

selection of ads from contemporary fashion magazines and catalogs

was assembled to illustrate particular themes suggested by research on

the representation of gender in advertising. The body-and what it

expresses-is a site of central concern, and discussion focuses on how

female and male bodies are represented in advertising. The conventions

of art history, when framed within a social science perspective, offer

unique contributions to the study of advertising and gender, well suited

for researchers interested in the culture of consumption.

Those individuals who, in some almost magic way (which they may not

completely understand themselves) have the ability to harness the

power of the image must take responsibility for what they do. To the

extent that seeing is believing, we must make sure that the...