Girls’ portrayals in fast fashion advertisements

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-04-28 DOI:10.1080/10253866.2022.2067149

Sonali Srivastava, Terhi‐Anna Wilska, Johanna Sjöberg

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引用次数: 1

Abstract

ABSTRACT This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes.

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快时尚广告中的女孩形象

摘要:本研究分析了15个北欧快时尚公司在芬兰Facebook公开页面上发布的当代广告所表达的女孩的视觉结构和围绕年轻女性的观念。一项视觉话语分析确定了一些明显的刻板印象和一些复杂的视觉结构，将女孩塑造成异性恋、有爱心、天真、性感的装腔作势者、积极的自我展示者和自我调查者、无忧无虑的环保活动家。我们的研究结果的含义，特别是在塑造社会观念的女孩，讨论。这项研究主要对女孩的视觉商业表现的研究领域做出了贡献，它揭示了女孩复杂的形象是如何造成一种模棱两可的现象，最终使围绕年轻女性的刻板印象复活。它通过强调北欧公司对女孩的描绘可能没有清楚地反映国家女权主义的价值观，推进了对北欧消费文化的研究。这项研究可以让营销人员意识到，女孩的复杂视觉表现可能(重新)产生刻板印象，从而使他们受益。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.