Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The Language of Feminine Beauty in Russian and Japanese SocietiesWomen’s Voices in Russian and Japanese ‘Beauty Ads’

The Language of Feminine Beauty in Russian and Japanese Societies: Women’s Voices in Russian and... [Advertising is a powerful tool that encapsulates and reinforces gender ideologies through the repeated presentation of stereotyped visions of femininity. In response to societal change, however, advertising has recently begun to incorporate postfeminist ideals of “power femininity” alongside traditional gender stereotypes (Lazar, The handbook of language, gender, and sexuality. Wiley-Blackwell, 2014). In Japan, this duality is further complicated by the dominant spread of kawaii ‘cuteness,’ which has become a crucial feature of normative femininity, while in Russia ‘male gaze’ remains essential. I demonstrate the importance of investigating Japanese and Russian television advertisements to uncover the layered nature of women’s portrayals, which blend traditional gender roles and the reigning contemporary ideology, along with sporadic infusions of postfeminist values. Based on quantitative and qualitative multi-modal discourse analysis, this chapter examines the use of women’s language and visual images in 50 Japanese and 50 Russian televised ‘beauty ads,’ exploring the tactics they use to maintain and promulgate an idealized femininity.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

The Language of Feminine Beauty in Russian and Japanese SocietiesWomen’s Voices in Russian and Japanese ‘Beauty Ads’

Download PDF
38 pages

Loading next page...
 
/lp/springer-journals/the-language-of-feminine-beauty-in-russian-and-japanese-societies-YEcuggNFBO

References (5)

Publisher
Springer International Publishing
Copyright
© The Editor(s) (if applicable) and The Author(s) 2020
ISBN
978-3-030-41432-0
Pages
53 –91
DOI
10.1007/978-3-030-41433-7_2
Publisher site
See Chapter on Publisher Site

Abstract

[Advertising is a powerful tool that encapsulates and reinforces gender ideologies through the repeated presentation of stereotyped visions of femininity. In response to societal change, however, advertising has recently begun to incorporate postfeminist ideals of “power femininity” alongside traditional gender stereotypes (Lazar, The handbook of language, gender, and sexuality. Wiley-Blackwell, 2014). In Japan, this duality is further complicated by the dominant spread of kawaii ‘cuteness,’ which has become a crucial feature of normative femininity, while in Russia ‘male gaze’ remains essential. I demonstrate the importance of investigating Japanese and Russian television advertisements to uncover the layered nature of women’s portrayals, which blend traditional gender roles and the reigning contemporary ideology, along with sporadic infusions of postfeminist values. Based on quantitative and qualitative multi-modal discourse analysis, this chapter examines the use of women’s language and visual images in 50 Japanese and 50 Russian televised ‘beauty ads,’ exploring the tactics they use to maintain and promulgate an idealized femininity.]

Published: May 6, 2020

There are no references for this article.