The article focused on early studies carried out since the 1970s on female models in advertising and the cinema and on their changes until the present days. The same is done for male models, with studies from 1987 to the present day. Advertising proposes a series of models that form some sort of synthesis of a complex set of stereotypical cultural notions on the social role attributed to women. Stereotype diffusion may find an explanation in the fact that it simplifies reality through judgements that are not systematically verified. Therefore, men an women are attributed a priori fundamental features that tend to diminish the male and female complex reality of a number of rigiditly structured common characteristics
I MODELLI FEMMINILI E MASCHILI NELLA PUBBLICITA'. UN EXCURSUS STORICO
TESSAROLO, MARISELDA
2008
Abstract
The article focused on early studies carried out since the 1970s on female models in advertising and the cinema and on their changes until the present days. The same is done for male models, with studies from 1987 to the present day. Advertising proposes a series of models that form some sort of synthesis of a complex set of stereotypical cultural notions on the social role attributed to women. Stereotype diffusion may find an explanation in the fact that it simplifies reality through judgements that are not systematically verified. Therefore, men an women are attributed a priori fundamental features that tend to diminish the male and female complex reality of a number of rigiditly structured common characteristicsPubblicazioni consigliate
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