Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine
This article studies the evolution of women representation throughout advertising in women’s magazines, taking as a reference the case of the Chilean magazine Eva that circulated in the country between 1943 and 1974, reaching a significative leadership among editorial publications. With the analysis...
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| Μορφή: | Online |
| Γλώσσα: | spa |
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Universidad Diego Portales
2020
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| Διαθέσιμο Online: | https://www.revista180.udp.cl/index.php/revista180/article/view/669 |
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oai:ojs.revista180.cl:article-669 |
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ojs |
| institution |
Universidad Diego Portales |
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OJS |
| language |
spa |
| format |
Online |
| author |
Vergara Leyton, Enrique De Simone, Liliana Armstrong, Paula Quiroz, Diego |
| spellingShingle |
Vergara Leyton, Enrique De Simone, Liliana Armstrong, Paula Quiroz, Diego Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| author_facet |
Vergara Leyton, Enrique De Simone, Liliana Armstrong, Paula Quiroz, Diego |
| author_sort |
Vergara Leyton, Enrique |
| title |
Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| title_short |
Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| title_full |
Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| title_fullStr |
Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| title_full_unstemmed |
Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine |
| title_sort |
advertising and female representation in women's magazines: an approximation to the case of eva magazine |
| description |
This article studies the evolution of women representation throughout advertising in women’s magazines, taking as a reference the case of the Chilean magazine Eva that circulated in the country between 1943 and 1974, reaching a significative leadership among editorial publications. With the analysis we seek to understand two central dimensions of the graphic heritage and the relationship it has with the imaginary of feminine consumption: the formal and the symbolic. In conceptual terms, two areas can be described to understand how advertising develops in these publications. In the first place, the editorial space given to woman, as consequence to cultural changes experienced since the end of the 19th century, and in second place, the crescent influence of advertising agencies on promotion and circulation of American a esthetic-cultural values, and the existence of a consumption society at international level. From a quantitative and qualitative analysis of the corpus of graphic selected pieces, the main advertised products were identified, which are circumscribed into two thematic dimensions: woman’s physical appearance and her role as a housewife. However, these two dimensions acquire distinctive characteristics over time which translates in how woman’s representation evolves in three different levels: the woman who consumes to be seen and admired for her beauty; the woman that consumes with an objective; and finally, the woman that consumes for her own self. |
| publisher |
Universidad Diego Portales |
| publishDate |
2020 |
| url |
https://www.revista180.udp.cl/index.php/revista180/article/view/669 |
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oai:ojs.revista180.cl:article-6692020-12-29T11:36:23Z Advertising and female representation in Women's magazines: an approximation to the case of Eva magazine Publicidad y representación de la mujer en revistas femeninas: una aproximación al caso de revista Eva Vergara Leyton, Enrique De Simone, Liliana Armstrong, Paula Quiroz, Diego advertising; consumption; graphics; woman’s representation Diseño; publicidad; comunicación consumo; gráfica; publicidad; representación de la mujer This article studies the evolution of women representation throughout advertising in women’s magazines, taking as a reference the case of the Chilean magazine Eva that circulated in the country between 1943 and 1974, reaching a significative leadership among editorial publications. With the analysis we seek to understand two central dimensions of the graphic heritage and the relationship it has with the imaginary of feminine consumption: the formal and the symbolic. In conceptual terms, two areas can be described to understand how advertising develops in these publications. In the first place, the editorial space given to woman, as consequence to cultural changes experienced since the end of the 19th century, and in second place, the crescent influence of advertising agencies on promotion and circulation of American a esthetic-cultural values, and the existence of a consumption society at international level. From a quantitative and qualitative analysis of the corpus of graphic selected pieces, the main advertised products were identified, which are circumscribed into two thematic dimensions: woman’s physical appearance and her role as a housewife. However, these two dimensions acquire distinctive characteristics over time which translates in how woman’s representation evolves in three different levels: the woman who consumes to be seen and admired for her beauty; the woman that consumes with an objective; and finally, the woman that consumes for her own self. En este artículo se aborda la evolución que presenta la representación de la mujer a través de la publicidad inserta en revistas femeninas, tomado como referente, el caso de la revista chilena Eva, la que circuló entre los años 1943 y 1974, y que alcanzó un significativo liderazgo dentro de esta categoría de publicaciones en el ámbito editorial. Con este análisis se busca profundizar en dos dimensiones centrales del patrimonio gráfico y su relación en el imaginario de consumo femenino: lo formal y lo simbólico. En términos conceptuales se describen dos ámbitos que permiten comprender el desarrollo de la publicidad en este tipo de publicaciones. En primer lugar, el espacio editorial propio de la mujer, como consecuencia de los cambios culturales experimentados desde finales de siglo XIX y el consecuente nacimiento de un mercado editorial y de consumo propiamente femenino y, en segundo lugar, la creciente influencia de las agencias de publicidad en la promoción y difusión de los valores estético-culturales estadounidenses y de una sociedad de consumo a nivel internacional. A partir de un análisis tanto cuantitativo como cualitativo del corpus de piezas gráficas seleccionadas, se identificaron los principales rubros publicitados, los cuales se circunscriben a dos grandes dimensiones temáticas: la apariencia física de la mujer y el rol de dueña de casa-esposa. Sin embargo, estas dos dimensiones adquieren diferentes características través de tiempo, las que dan cuenta de una evolución en la representación de la mujer en tres niveles: la mujer que consume para ser vista y admirada por su belleza; la mujer que consume para conseguir un fin y, finalmente, la mujer que encuentra en el consumo un fin en sí mismo. Universidad Diego Portales Vicerrectoría de Investigación (VRI) de la Pontificia Universidad Católica de Chile 2020-12-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://www.revista180.udp.cl/index.php/revista180/article/view/669 10.32995/rev180.Num-46.(2020).art-669 Revista 180; Núm. 46 (2020) Revista 180; Núm. 46 (2020) 0718-669X 0718-2309 spa https://www.revista180.udp.cl/index.php/revista180/article/view/669/452 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1285 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1286 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1287 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1288 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1289 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1290 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1291 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1292 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1293 https://www.revista180.udp.cl/index.php/revista180/article/downloadSuppFile/669/1294 Copyright (c) 2020 Revista 180 https://creativecommons.org/licenses/by/4.0 |