Contradiction Sells

Abstract

This article explores the relationship between advertisings’ directive to consume and the binary-based “legitimizing myths” surrounding feminine identity found in magazine advertisements by first presenting a theory of gender identity dissonance, and then examining the complexity of marketing gender identity dissonance to women. Key to establishing and developing the relationship between consumption, identity, and pleasure is the dissemination of gender-based dichotomies that work to both create and reinforce stereotypical notions of appropriate female gender identities as well as link self-actualization with the embodiment of contradictory identity positions. To illustrate this point, this article provides an in-depth analysis of the De Beer’s right-hand ring print advertising campaign featured in women’s magazines from 1998 to 2006. Advertisements and information gathered from industry sources indicate that there is a conscious focus within the industry, especially within recent years, towards the representation and utilization of feminine complexity and female gender identity dissonance in product marketing.