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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...