Symbolic Violence Against Women in Advertising: A Critical Visual Analysis

Authors

  • María Martínez Lirola Universidad de Alicante

DOI:

https://doi.org/10.17533/udea.ikala.v26n2a06

Keywords:

advertising discourse, women, critical visual analysis, symbolic violence, gender studies

Abstract


Advertising discourse is known to contribute to sexism and to the reproductio of gender stereotypes. This research study focuses on the symbolic violence that presents the body of women as sexual objects in advertising texts used by Dolce & Gabbana in the newsletter that it sent through the web regularly between 2016 and 2019. The methodology is mainly qualitative, although some quantitative data is also provided to better understand the structure of the corpus. To deconstruct the representational, interpersonal and compositional meanings of the advertisements, the study uses Kress and van Leeuwen's (2006) visual grammar as a theoretical framework. The results of the visual analysis show that women’s bodies are used as advertising "demands," which contributes to reproducing various forms of symbolic violence. Such results suggest the need to reconsider female body objectification in advertising discourse.

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Author Biography

María Martínez Lirola, Universidad de Alicante

Doctora en Filología Inglesa, Universidad de Sudáfrica y Universidad de Alicante, España.
Profesora titular de Filología Inglesa, Universidad de Alicante, España.
maria.lirola@ua.es

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Published

2021-05-05

How to Cite

Martínez Lirola, M. (2021). Symbolic Violence Against Women in Advertising: A Critical Visual Analysis. Íkala, Revista De Lenguaje Y Cultura, 26(2), 349–364. https://doi.org/10.17533/udea.ikala.v26n2a06

Issue

Section

Case Studies