A multimodal analysis of gendered messages ina diet advertisement for women
Autor(a) principal: | |
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Data de Publicação: | 2006 |
Tipo de documento: | Artigo de conferência |
Idioma: | eng |
Título da fonte: | Repositório Institucional da FURG (RI FURG) |
Texto Completo: | http://repositorio.furg.br/handle/1/2973 |
Resumo: | This work provides a combined analysis of linguistics and visual structures of a piece of advertising promoting a weight management drug which follows a leaflet format. To meet this purpose, I based my analysis mainly on the theoretical framework proposed by Halliday (1985; 1994; 2004) and Kress and van Leeuven (1996) for their interest in the functional meaning of language and visual modes. A semiotic-linguistic analysis shows how gendered messages of fit empowerment in promotional discourse can paradoxically highlight a social pressure played against a female body. The theoretical apparatus helps to scrutinize the dynamic interplay of different semiotic modes, constantly taken by advertising, so as to emphasize the tension between female physical empowerment and dictations of gendered body norms. Even a partial analysis of the whole campaign indicates how language and images are used to turn female body insecurity into a profitable commodity. This work is part of my PhD. research in progress on a multimodal analysis of the Brazilian version advertising campaign. |
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Böhlke, Rossana de Felippe2012-12-07T18:17:47Z2012-12-07T18:17:47Z2006BÖHLKE, Rossana de Felippe. A multimodal analysis of gendered messages ina diet advertisement for women. In: International Systemic Functional Congress, 33., 2006, São Paulo. Anais eletrônicos... São Paulo: PUCSP, 2006. Disponível em: <http://www4.pucsp.br/isfc/proceedings/Artigos%20pdf/37m_bohlke_775a791.pdf>. Acesso em: 13 ago. 2012.http://repositorio.furg.br/handle/1/2973This work provides a combined analysis of linguistics and visual structures of a piece of advertising promoting a weight management drug which follows a leaflet format. To meet this purpose, I based my analysis mainly on the theoretical framework proposed by Halliday (1985; 1994; 2004) and Kress and van Leeuven (1996) for their interest in the functional meaning of language and visual modes. A semiotic-linguistic analysis shows how gendered messages of fit empowerment in promotional discourse can paradoxically highlight a social pressure played against a female body. The theoretical apparatus helps to scrutinize the dynamic interplay of different semiotic modes, constantly taken by advertising, so as to emphasize the tension between female physical empowerment and dictations of gendered body norms. Even a partial analysis of the whole campaign indicates how language and images are used to turn female body insecurity into a profitable commodity. This work is part of my PhD. research in progress on a multimodal analysis of the Brazilian version advertising campaign.Este trabalho propõe uma análise das estruturas lingüísticas e visuais de parte de uma campanha publicitária a qual promove um medicamento para controle de peso sob o formato de um “leaflet”. Com a finalidade de alcançar esse objetivo, a análise baseia-se em pressupostos teóricos propostos por Halliday (1985; 1994; 2004) e Kress e van Leeuven (1996) devido ao interesse em comum dos pesquisadores em desvendar o significado funcional que permeia as modalidades verbais e visuais. A análise lingüística-semiótica demonstra como a retórica de cuidado ao corpo e gênero, contida em um discurso promocional, pode, paradoxalmente, ressaltar pressões sociais exercidas contra o corpo feminino. O aparato teórico contribui para a investigação da dinâmica existente entre diferentes modalidades semióticas freqüentemente utilizadas em propaganda a fim de ressaltar a tensão firmada entre poder proveniente da conquista de um corpo feminino “ideal” e a ditadura imposta por normas relativas a gênero. A análise parcial de parte de uma campanha publicitária indica como linguagem e imagens são manipuladas para transformar as inseguranças femininas em relação ao corpo em um negócio rentável. Este estudo compõe parte de minha tese de doutorado, em andamento, sobre a análise multimodal da versão brasileira de uma campanha publicitária de um medicamento para perda de peso.engMultimodal analysisAdvertisingGenderFemale bodyAnálise multimodalPropagandaGêneroCorpo femininoA multimodal analysis of gendered messages ina diet advertisement for womeninfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/conferenceObjectinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da FURG (RI FURG)instname:Universidade Federal do Rio Grande (FURG)instacron:FURGORIGINALA MULTIMODAL ANALYSIS OF GENDERED MESSAGES IN A DIET ADVERTISEMENT FOR WOMEN.pdfA MULTIMODAL ANALYSIS OF GENDERED MESSAGES IN A DIET ADVERTISEMENT FOR WOMEN.pdfapplication/pdf175738https://repositorio.furg.br/bitstream/1/2973/1/A%20MULTIMODAL%20ANALYSIS%20OF%20GENDERED%20MESSAGES%20IN%20A%20DIET%20ADVERTISEMENT%20FOR%20WOMEN.pdf63905f366146cff34cc442f9942fa12aMD51open accessLICENSElicense.txtlicense.txttext/plain; charset=utf-81678https://repositorio.furg.br/bitstream/1/2973/2/license.txtd3be63d3b3eee02729709361dac69efeMD52open access1/29732012-12-07 16:17:47.072open accessoai:repositorio.furg.br:1/297377+9IG5lY2Vzc++/vXJpbyBjb25jb3JkYXIgY29tIGEgbGljZW7vv71hIGRlIGRpc3RyaWJ1ae+/ve+/vW8gbu+/vW8tZXhjbHVzaXZhLAphbnRlcyBxdWUgbyBkb2N1bWVudG8gcG9zc2EgYXBhcmVjZXIgbm8gUmVwb3NpdO+/vXJpby4gUG9yIGZhdm9yLCBsZWlhIGEKbGljZW7vv71hIGF0ZW50YW1lbnRlLiBDYXNvIG5lY2Vzc2l0ZSBkZSBhbGd1bSBlc2NsYXJlY2ltZW50byBlbnRyZSBlbQpjb250YXRvIGF0cmF277+9cyBkZTogcmVwb3NpdG9yaW9AZnVyZy5iciBvdSAweHggNTMgMzIzMy02NzA2LgoKTElDRU7vv71BIERFIERJU1RSSUJVSe+/ve+/vU8gTu+/vU8tRVhDTFVTSVZBCgpBbyBhc3NpbmFyIGUgZW50cmVnYXIgZXN0YSBsaWNlbu+/vWEsIG8vYSBTci4vU3JhLiAoYXV0b3Igb3UgZGV0ZW50b3IgZG9zIGRpcmVpdG9zIGRlIGF1dG9yKToKCmEpIENvbmNlZGUg77+9IFVuaXZlcnNpZGFkZSBGZWRlcmFsIGRlIFJpbyBHcmFuZGUgLSAgRlVSRyBvIGRpcmVpdG8gbu+/vW8tZXhjbHVzaXZvIGRlIHJlcHJvZHV6aXIsIGNvbnZlcnRlciAoY29tbyBkZWZpbmlkbyBhYmFpeG8pLCBjb211bmljYXIgZS9vdSBkaXN0cmlidWlyIG8gZG9jdW1lbnRvIGVudHJlZ3VlIChpbmNsdWluZG8gbyByZXN1bW8vYWJzdHJhY3QpIGVtCmZvcm1hdG8gZGlnaXRhbCBvdSBpbXByZXNzbyBlIGVtIHF1YWxxdWVyIG1laW8uCgpiKSBEZWNsYXJhIHF1ZSBvIGRvY3VtZW50byBlbnRyZWd1ZSDvv70gc2V1IHRyYWJhbGhvIG9yaWdpbmFsLCBlIHF1ZQpkZXTvv71tIG8gZGlyZWl0byBkZSBjb25jZWRlciBvcyBkaXJlaXRvcyBjb250aWRvcyBuZXN0YSBsaWNlbu+/vWEuIERlY2xhcmEgdGFtYu+/vW0gcXVlIGEgZW50cmVnYSBkbyBkb2N1bWVudG8gbu+/vW8gaW5mcmluZ2UsIHRhbnRvIHF1YW50byBsaGUg77+9IHBvc3Pvv712ZWwgc2FiZXIsIG9zIGRpcmVpdG9zIGRlIHF1YWxxdWVyIG91dHJhIHBlc3NvYSBvdSBlbnRpZGFkZS4KCmMpIFNlIG8gZG9jdW1lbnRvIGVudHJlZ3VlIGNvbnTvv71tIG1hdGVyaWFsIGRvIHF1YWwgbu+/vW8gZGV077+9bSBvcwpkaXJlaXRvcyBkZSBhdXRvciwgZGVjbGFyYSBxdWUgb2J0ZXZlIGF1dG9yaXph77+977+9byBkbyBkZXRlbnRvciBkb3MKZGlyZWl0b3MgZGUgYXV0b3IgcGFyYSBjb25jZWRlciDvv70gRlVSRyBvcyBkaXJlaXRvcyByZXF1ZXJpZG9zIHBvciBlc3RhIGxpY2Vu77+9YSwgZSBxdWUgZXNzZSBtYXRlcmlhbCBjdWpvcyBkaXJlaXRvcyBz77+9byBkZSB0ZXJjZWlyb3MgZXN077+9IGNsYXJhbWVudGUgaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3UgY29udGXvv71kbyBkbyBkb2N1bWVudG8gZW50cmVndWUuCgpTZSBvIGRvY3VtZW50byBlbnRyZWd1ZSDvv70gYmFzZWFkbyBlbSB0cmFiYWxobyBmaW5hbmNpYWRvIG91IGFwb2lhZG8KcG9yIG91dHJhIGluc3RpdHVp77+977+9byBxdWUgbu+/vW8gYSBGVVJHLCBkZWNsYXJhIHF1ZSBjdW1wcml1IHF1YWlzcXVlciBvYnJpZ2Hvv73vv71lcyBleGlnaWRhcyBwZWxvIHJlc3BlY3Rpdm8gY29udHJhdG8gb3UgYWNvcmRvLgoKQSBGVVJHIGlkZW50aWZpY2Fy77+9IGNsYXJhbWVudGUgbyhzKSBzZXUgKHMpIG5vbWUgKHMpIGNvbW8gbyAocykgYXV0b3IgKGVzKSBvdSBkZXRlbnRvciAoZXMpIGRvcyBkaXJlaXRvcyBkbyBkb2N1bWVudG8gZW50cmVndWUsIGUgbu+/vW8gZmFy77+9IHF1YWxxdWVyIGFsdGVyYe+/ve+/vW8sIHBhcmEgYWzvv71tIGRhcyBwZXJtaXRpZGFzIHBvciBlc3RhIGxpY2Vu77+9YS4KRepositório InstitucionalPUBhttps://repositorio.furg.br/oai/request || http://200.19.254.174/oai/requestopendoar:2012-12-07T18:17:47Repositório Institucional da FURG (RI FURG) - Universidade Federal do Rio Grande (FURG)false |
dc.title.pt_BR.fl_str_mv |
A multimodal analysis of gendered messages ina diet advertisement for women |
title |
A multimodal analysis of gendered messages ina diet advertisement for women |
spellingShingle |
A multimodal analysis of gendered messages ina diet advertisement for women Böhlke, Rossana de Felippe Multimodal analysis Advertising Gender Female body Análise multimodal Propaganda Gênero Corpo feminino |
title_short |
A multimodal analysis of gendered messages ina diet advertisement for women |
title_full |
A multimodal analysis of gendered messages ina diet advertisement for women |
title_fullStr |
A multimodal analysis of gendered messages ina diet advertisement for women |
title_full_unstemmed |
A multimodal analysis of gendered messages ina diet advertisement for women |
title_sort |
A multimodal analysis of gendered messages ina diet advertisement for women |
author |
Böhlke, Rossana de Felippe |
author_facet |
Böhlke, Rossana de Felippe |
author_role |
author |
dc.contributor.author.fl_str_mv |
Böhlke, Rossana de Felippe |
dc.subject.por.fl_str_mv |
Multimodal analysis Advertising Gender Female body Análise multimodal Propaganda Gênero Corpo feminino |
topic |
Multimodal analysis Advertising Gender Female body Análise multimodal Propaganda Gênero Corpo feminino |
description |
This work provides a combined analysis of linguistics and visual structures of a piece of advertising promoting a weight management drug which follows a leaflet format. To meet this purpose, I based my analysis mainly on the theoretical framework proposed by Halliday (1985; 1994; 2004) and Kress and van Leeuven (1996) for their interest in the functional meaning of language and visual modes. A semiotic-linguistic analysis shows how gendered messages of fit empowerment in promotional discourse can paradoxically highlight a social pressure played against a female body. The theoretical apparatus helps to scrutinize the dynamic interplay of different semiotic modes, constantly taken by advertising, so as to emphasize the tension between female physical empowerment and dictations of gendered body norms. Even a partial analysis of the whole campaign indicates how language and images are used to turn female body insecurity into a profitable commodity. This work is part of my PhD. research in progress on a multimodal analysis of the Brazilian version advertising campaign. |
publishDate |
2006 |
dc.date.issued.fl_str_mv |
2006 |
dc.date.accessioned.fl_str_mv |
2012-12-07T18:17:47Z |
dc.date.available.fl_str_mv |
2012-12-07T18:17:47Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/conferenceObject |
format |
conferenceObject |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
BÖHLKE, Rossana de Felippe. A multimodal analysis of gendered messages ina diet advertisement for women. In: International Systemic Functional Congress, 33., 2006, São Paulo. Anais eletrônicos... São Paulo: PUCSP, 2006. Disponível em: <http://www4.pucsp.br/isfc/proceedings/Artigos%20pdf/37m_bohlke_775a791.pdf>. Acesso em: 13 ago. 2012. |
dc.identifier.uri.fl_str_mv |
http://repositorio.furg.br/handle/1/2973 |
identifier_str_mv |
BÖHLKE, Rossana de Felippe. A multimodal analysis of gendered messages ina diet advertisement for women. In: International Systemic Functional Congress, 33., 2006, São Paulo. Anais eletrônicos... São Paulo: PUCSP, 2006. Disponível em: <http://www4.pucsp.br/isfc/proceedings/Artigos%20pdf/37m_bohlke_775a791.pdf>. Acesso em: 13 ago. 2012. |
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http://repositorio.furg.br/handle/1/2973 |
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eng |
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