Stereotyped Images of Women in High-Fashion Advertising in Women's Magazines
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Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tangaza University College
Abstract
Since time immemorial certain roles have been ascribed to women; the role of
daughter. sister, wife, lover and mother. Traditionally, a woman was considered a
caregiver to her family and to others outside her family. She played the role of daughter
to her father, nurturer of her children and obedient wife and lover to her husband. In
short, a woman could only be described as an extension of a man be it her father,
brother(s) or husband.'
With the advent of civilization into metropolitan societies, a woman acquired new
roles. She became the glorified homemaker and the glamorous accessory
2. Her domain
was the household in which she wielded her power. The affairs of the household were
left solely to her. In the day to day running of the household, her husband could only
offer his financial support and it was up to her to keep the home clean and habitable for
the benefit of her family and guest(s) of her household. She was hospitality incarnate.
Her second new role; that of glamorous accessory came about as a consequent of
her husband's financial wealth. In nineteenth century (North) America, it was
considered vain and even immoral for the bourgeois man to adorn himself in the
sumptuousness of wealth. There was however a need for him to display his prosperity
and wealth. Thus, a woman's clothing insofar as it subscribed to fashion, was a
representation of wealth, a bauble by which men could display their wealth without
assuming any of the guilt associated with it. In this respect, women came to be known
as the "vicarious consumers" of men of wealth. Attached to each industrial breadwinner was his vicarious consumer; in all public
and social occasions, it was her task to demonstrate her husband's ability to pay.
3
She
was to adorn herself in all manner of finery (jewels, clothing, fragrance and other
accessories). Her make-up and attire were to be worn impeccably and with certain
flourish so that men and women alike could admire her. She was the
medium by which
her husband's wealth was to be
advertised.
Description
Keywords
Stereotyped, Images, Women, High-Fashion, Magazines, Women as Sex Objects, Effects of Ageist Advertising