Creativity or Objectification Women? Readings of Selected Mambo’s Chicken Adverts

Bibliographic Data

ID21637389
AuthorsRutendo Mpariwa (University of Cape Town), Payidamoyo Nyoka (University of Eswatini, corresponding author)
Year2024
Volume35
Issue2
Pages138-165
Publication date2024-03-14
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueHoward Journal of Communications (JOURNAL)
Journal identifiersISSN: 1064-6175 • E-ISSN: 1096-4649
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10646175.2023.2263751
OpenAlexW4387741777
LanguageEN
Citations received3
References cited56

This study explores whether Mambo’s Chicken advertisements objectify women or not. Guided by the Magic Meaning theory in advertising, the study explores the discourses that emanate from Mambo’s Chicken’s advertisements’ portrayal of women. Methodologically, this study is qualitative. Data was collected using digital archival research and analyzed using Mazid’s approach to Critical Discourse Analysis (CDA). The study establishes that indeed, Mambo’s Chicken ads are sexist and objectify women. While Mambo’s Chicken ads exude creativity based on trending issues and scandals, Mambo’s Chicken creates gender stereotypes that objectify women. The thigh (sex) and yellow bone discourses portray women as sex toys born and bred solely for men’s pleasure

Creativity · Objectification · Pleasure · Political science · Sociology · Consumer Behavior in Brand Consumption and Identification · Gender Studies · Gender, Feminism, and Media · Law · Media, Gender, and Advertising · Psychology · Social Psychology

Tools

Open DOI