Abstract
This thesis examines how advertising tactics have evolved since third wave feminism in relation to gendered messages in advertisements. Specifically, this paper investigates how current print advertisements, featured in popular magazines, embody post-feminist themes. These themes include: the notion that feminism is a bodily property; the shift from objectification to subjectification; an emphasis upon self-surveillance, monitoring and self-discipline; a focus on individualism, choice, and empowerment; the dominance of a makeover paradigm; and a resurgence of ideas about natural sexual difference. Furthermore, this paper will explore the presence of common figures that embody these themes and the implications of these representations on society. To explore these topics, two current editions of popular magazines, one which targets women and one which targets men, were analyzed. Thirty-two advertisements from Women’s Health and twenty-six advertisements from Men’s Health comprised a sample of fifty-eight total advertisements that were evaluated to identify trends.
Semester/Year of Award
Fall 12-10-2018
Mentor
Marcel Robles
Mentor Professional Affiliation
Management, Marketing, and International Business
Access Options
Restricted Access Thesis
Document Type
Bachelor Thesis
Degree Name
Honors Scholars
Degree Level
Bachelor's
Department
Business
Department Name when Degree Awarded
Management, Marketing, and International Business
Recommended Citation
Schneider, Jamie, "Post-feminist Visibilities in Modern Advertising Techniques" (2018). Honors Theses. 575.
https://encompass.eku.edu/honors_theses/575
