A social-semiotic approach of advertising imagery in women’s magazines

Detalhes bibliográficos
Autor(a) principal: Pinto-Coelho, Zara
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista dObra[s]
Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/60
Resumo: There are reasons to believe that the bodies of heterosexual women gained new prominence in today advertising and fashion magazines with the rise of a new increasingly globalized figure: the woman who asserts her femininity by portraying a sexy body – not just beautiful, but “healthy” –, freely chosen and asserted, a process presented as a source of individual empowerment, a cause for celebration, fun and pleasure. In this article I intend to return to the debate, based on a social-semiotic approach, to underline the complexity of the processes involved in the communication of such images, in the context of women’s magazines published in Portugal. It is important to understand this complexity before passing judgments on the ways such images interfere in the relationship we have with ourselves.
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spelling A social-semiotic approach of advertising imagery in women’s magazinesUma abordagem sociossemiótica das imagens publicitárias nas revistas femininasbodyheterosexualitywomen’s magazinessocial semiotics.corpoheterossexualidaderevistas femininassociossemiótica.There are reasons to believe that the bodies of heterosexual women gained new prominence in today advertising and fashion magazines with the rise of a new increasingly globalized figure: the woman who asserts her femininity by portraying a sexy body – not just beautiful, but “healthy” –, freely chosen and asserted, a process presented as a source of individual empowerment, a cause for celebration, fun and pleasure. In this article I intend to return to the debate, based on a social-semiotic approach, to underline the complexity of the processes involved in the communication of such images, in the context of women’s magazines published in Portugal. It is important to understand this complexity before passing judgments on the ways such images interfere in the relationship we have with ourselves.Há razões para acreditar que os corpos das mulheres heterossexuais ganharam um novo protagonismo na publicidade e nas revistas de moda atuais com o surgimento de uma nova figura, crescentemente globalizada, da mulher que afirma a sua feminilidade por meio de um corpo sexy – e não apenas belo, mas “saudável” –,  e na escolha e afirmação livre do mesmo, um processo apresentado como fonte de empoderamento individual, motivo de celebração, de divertimento e de prazer. Neste artigo, pretendo, a partir de uma abordagem sociossemiótica, sublinhar a complexidade dos processos envolvidos na comunicação desse tipo de imagem no contexto de revistas femininas publicadas em Portugal. Importa compreender essa complexidade antes de opinarmos sobre os modos como esse tipo de imagem interfere na relação que cada uma de nós tem consigo mesma.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2013-01-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/6010.26563/dobras.v6i14.60dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 6 n. 14 (2013); 98-1072358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/60/60Copyright (c) 2020 Zara Pinto-Coelhoinfo:eu-repo/semantics/openAccessPinto-Coelho, Zara2017-08-04T20:02:21Zoai:ojs.dobras.emnuvens.com.br:article/60Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-01-12T16:05:14.354373Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)true
dc.title.none.fl_str_mv A social-semiotic approach of advertising imagery in women’s magazines
Uma abordagem sociossemiótica das imagens publicitárias nas revistas femininas
title A social-semiotic approach of advertising imagery in women’s magazines
spellingShingle A social-semiotic approach of advertising imagery in women’s magazines
Pinto-Coelho, Zara
body
heterosexuality
women’s magazines
social semiotics.
corpo
heterossexualidade
revistas femininas
sociossemiótica.
title_short A social-semiotic approach of advertising imagery in women’s magazines
title_full A social-semiotic approach of advertising imagery in women’s magazines
title_fullStr A social-semiotic approach of advertising imagery in women’s magazines
title_full_unstemmed A social-semiotic approach of advertising imagery in women’s magazines
title_sort A social-semiotic approach of advertising imagery in women’s magazines
author Pinto-Coelho, Zara
author_facet Pinto-Coelho, Zara
author_role author
dc.contributor.author.fl_str_mv Pinto-Coelho, Zara
dc.subject.por.fl_str_mv body
heterosexuality
women’s magazines
social semiotics.
corpo
heterossexualidade
revistas femininas
sociossemiótica.
topic body
heterosexuality
women’s magazines
social semiotics.
corpo
heterossexualidade
revistas femininas
sociossemiótica.
description There are reasons to believe that the bodies of heterosexual women gained new prominence in today advertising and fashion magazines with the rise of a new increasingly globalized figure: the woman who asserts her femininity by portraying a sexy body – not just beautiful, but “healthy” –, freely chosen and asserted, a process presented as a source of individual empowerment, a cause for celebration, fun and pleasure. In this article I intend to return to the debate, based on a social-semiotic approach, to underline the complexity of the processes involved in the communication of such images, in the context of women’s magazines published in Portugal. It is important to understand this complexity before passing judgments on the ways such images interfere in the relationship we have with ourselves.
publishDate 2013
dc.date.none.fl_str_mv 2013-01-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/60
10.26563/dobras.v6i14.60
url https://dobras.emnuvens.com.br/dobras/article/view/60
identifier_str_mv 10.26563/dobras.v6i14.60
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/60/60
dc.rights.driver.fl_str_mv Copyright (c) 2020 Zara Pinto-Coelho
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Zara Pinto-Coelho
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
dc.source.none.fl_str_mv dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 6 n. 14 (2013); 98-107
2358-0003
1982-0313
reponame:Revista dObra[s]
instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron:ABEPEM
instname_str Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron_str ABEPEM
institution ABEPEM
reponame_str Revista dObra[s]
collection Revista dObra[s]
repository.name.fl_str_mv Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
repository.mail.fl_str_mv dobras.abepem@gmail.com
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