Girls’ portrayals in fast fashion advertisements
نویسندگان
چکیده
This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements Nordic fast fashion companies, available on their public Facebook pages in Finland. A discourse analysis identifies some blatantly stereotypical a few complex constructions as heterosexual, caring, innocent, sexy posers, active self-presenters self-surveyors, carefree environmental activists. The implications our findings, particularly shaping societal girls, are discussed. contributes primarily to research field commercial representation unpacking how portrayals can create an equivocation that eventually resurrects stereotypes femininities. It advances studies consumer culture highlighting girls’ companies may not clearly reflect values state feminism. benefit marketers sensitising them representations (re)produce stereotypes.
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ژورنال
عنوان ژورنال: Consumption Markets & Culture
سال: 2022
ISSN: ['1025-3866', '1477-223X']
DOI: https://doi.org/10.1080/10253866.2022.2067149