New Women Metaphors in Advertisements
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Previous studies on women representations in advertisement mostly belong to the field of Critical Discourse Analysis. The main point they make is that advertisements are another way of evoking discrimination against women, mostly through objectification. This is possible due to the prevalent metaphor A WOMAN IS AN OBJECT and most commonly A WOMAN IS A SEXUAL OBJECT. This paper tries to show that there are better ways to advertise with the use of women images by bringing in new non-offensive metaphors such as A WOMAN IS INDEPENDENCE, A WOMAN IS A PROFESSIONAL, A COMPANY IS A WOMAN and also metaphors that challenge traditional views of gender. There is still enough of examples of offensive advertisements even from the world-famous brands. However, there are more and more better advertisements as the ones that were presented in this paper. Recognizing them may have the effect of raising consumers' awareness of gender equality, and makes discriminative kinds of advertisement come to have no place in our society even though the change might be gradual.
Abstract
Previous studies on women representations in advertisement mostly belong to the field of Critical Discourse Analysis. The main point they make is that advertisements are another way of evoking discrimination against women, mostly through objectification. This is possible due to the prevalent metaphor A WOMAN IS AN OBJECT and most commonly A WOMAN IS A SEXUAL OBJECT. This paper tries to show that there are better ways to advertise with the use of women images by bringing in new non-offensive metaphors such as A WOMAN IS INDEPENDENCE, A WOMAN IS A PROFESSIONAL, A COMPANY IS A WOMAN and also metaphors that challenge traditional views of gender. There is still enough of examples of offensive advertisements even from the world-famous brands. However, there are more and more better advertisements as the ones that were presented in this paper. Recognizing them may have the effect of raising consumers' awareness of gender equality, and makes discriminative kinds of advertisement come to have no place in our society even though the change might be gradual.
참고문헌 (17)
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