Creation of femininity in Japanese televised “beauty ads”
Bibliographic Data
| ID | 12898015 |
|---|---|
| Authors | Natalia Konstantinovskaia (corresponding author) |
| Year | 2020 |
| Volume | 14 |
| Issue | 3 |
| Pages | 305-325 |
| Publication date | 2020-09-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Gender and Language (JOURNAL) |
| Journal identifiers | ISSN: 1747-6321 • E-ISSN: 1747-633X |
| Publisher | Equinox Publishing (PUBLISHER • GB) |
| DOI | 10.1558/genl.39959 |
| OpenAlex | W3083209676 |
| Language | EN |
| Citations received | 5 |
| References cited | 14 |
Advertising is a powerful tool that encapsulates and reinforces gender ideologies through the repeated presentation of stereotyped visions of femininity. In response to societal change, however, advertising has recently begun to incorporate postfeminist ideals of ‘power femininity’ alongside traditional gender stereotypes (Lazar 2014). In Japan, this duality is further complicated by the dominant spread of kawaii‘cuteness’, which has become a crucial feature of normative femininity. The present work demonstrates the importance of investigating Japanese television advertisements to uncover the layered nature of women’s portrayals, which blend traditional gender roles and the reigning contemporary ideology of kawaii, along with sporadic infusions of postfeminist values. Based on quantitative and qualitative multi-modal discourse analysis, this article examines the use of women’s language and visual images in 50 Japanese televised ‘beauty ads,’ exploring the tactics they use to maintain and promulgate an idealized but powerless femininity of kawaii
Advertising · Aesthetics · Art · Beauty · Business · Femininity · Ideology · Normative · Political science · Politics · Sociology · Vision · Fashion and Cultural Textiles · Gender Studies · Gender, Feminism, and Media · Media, Gender, and Advertising · Psychology
Japanese Women
Kawaii' in the semiotic landscape
Utterance Final Position and Projection of Femininity in Japanese
Postfeminism – for whom or by whom
Postfeminism as a critical tool for gender and language study
Linguistic manifestation of gender reinforcement through the use of the Japanese term kawaii
Should Latinas go blond?’ Media representation and the regulation of Latina bodies and Latinas’ social and cultural practices in a beauty magazine
Reading relationships, worlds and reality
More Japanese than the Japanese
Gender Stereotypes in Japanese Television Advertisements
Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002
The Impact of Women in Advertisements on Attitudes Toward Women
The socialization of affect in Japanese mother-child conversation
Cultivating "Femininity" and "Internationalism
| Citations per year | 0.83 |
|---|---|
| Citation span | 2020 - 2021 (2) |
| Highly cited | No |