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A discourse analysis using feminist strands of thought to analyse advertisements

Foskett, Emma (2012) A discourse analysis using feminist strands of thought to analyse advertisements. Manchester Metropolitan University. (Unpublished)

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Abstract

This research used different feminist strands of thought to analyse a selection of advertisements. The adverts were chosen from the fashion company Dolce and Gabbana and were selected for this research as they have been complained about for several reasons. This research drew upon several different methodological techniques from within Discourse Analysis; a Goffman analysis was conducted on the advertisements so that comparisons could be made between how women were presented in the 1970’s and today. Significant similarities were found from this analysis, however the one of the advertisements played with the idea of ‘gender bending’ and questioned the interactions men and women had within society. Further to this, semiotic analysis and critical discourse analysis was used to aid the analysis from different feminist perspectives. This allowed a deeper understanding of the materials to be obtained. Due to restraints of the research three strands of feminism were applied (Liberal, Radical and Post Feminism), these were chosen as they have differing ideologies and lent themselves to diverse readings of the images.

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