Locating African natural “hair-y-tage” in shampoo TV advertisements
Bibliographic Data
| ID | 12943012 |
|---|---|
| Authors | Natalia Molebatsi (0000-0002-5546-5927, University of South Africa, corresponding author) |
| Year | 2009 |
| Volume | 14 |
| Issue | 1 |
| Pages | 21-30 |
| Publication date | 2009-05-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Scrutiny2 (JOURNAL) |
| Journal identifiers | ISSN: 1812-5441 • E-ISSN: 1753-5409 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/18125440903151538 |
| OpenAlex | W2003984409 |
| Language | EN |
| Citations received | 1 |
| References cited | 7 |
Beauty (especially among women) is a significant part in any world culture or society. women spend hours and money “beautifying” themselves. How women express physical beauty plays a role in determining the levels of individual self-esteem, freedom of expression and social change. This article emerges from the assumption that the standards of beauty as reflected through television advertisements in South Africa are still tied to dominant Western ideologies, which limit space for African features. In an attempt to locate Afro-centric images of beauty, some “shampoo texts”1 1. Advertisements that specifically sell shampoo. are collected and analysed semiotically in order to unravel extended or covert signification regarding the myth and representations of beauty – shampoo advertisements are used as an example to reflect the ways in which “ideal beauty” is packaged narrowmindedly and sold by mass media
Advertising · Aesthetics · Art · Beauty · Business · Covert · Ideology · Political science · Semiotics · Shampoo · Sociology · Gender, Feminism, and Media · Media, Gender, and Advertising · Medicine · Philosophy · Swearing, Euphemism, Multilingualism
| Citations per year | 0.13 |
|---|---|
| Citation span | 2018 - 2018 (1) |
| Highly cited | No |