Ideology Of Beauty Research Articles

Notion of Beauty in the Selected Pakistani Advertisements: A Multimodal Critical Discourse Analysis

Beauty advertisement is one of the most potent and successful tools for significantly influencing consumer purchasing behavior as it modifies individuals’ views of beauty, social conventions, and gender roles. From a Multimodal Critical Discourse Analysis standpoint, this study looks at the beauty advertisements in a few chosen social media (Instagram) posts. The study’s goal is to concentrate on how the idea of beauty is used in these Pakistani advertisements to control and influence consumers through both language as well as images. For this particular reason, four ads from different Instagram pages have been chosen via purposive sampling and they have undergone both linguistic and visual analysis. Fairclough’s Three-Dimensional Model (1995) serves as the foundation for the linguistic examination while Kress and van Leeuwen’s Grammar of Visual Design (2006) is applied for the visual analysis of these ads. The nature of this study is qualitative. The findings reveal that advertisers have employed a variety of discursive techniques like surreal representation, scientific evidence, celebrity endorsement, & self-representation etc., and linguistic devices, such as pronouns, catchy phrases, adjectives, repetitions, etc. in addition to visual tactics, e.g., modality, gaze, social distance, salience, and camera angles etc. to influence women by portraying an idealized version of beauty in the chosen advertisements. Additionally, it shows how advertisers—who are essentially powerful people with vested interests—marginalize and restrict the status of women in society to propagate the ideology of beauty just for boosting the sales of their products. Thus, the companies and creators of these commercials employ images and language as a means of controlling Pakistan’s female consumer base by luring them to get on their items. It is anticipated that this study will increase awareness of the usefulness of multimodal critical discourse analysis and open the door for future researchers to investigate the language and pictures used in advertisements for a variety of other products.

The Ideology of Beauty in Wardah and Sariayu Advertisements

The aim of the study is to analyze the construction and promotion of the ideology of beauty in advertisements from the brands Wardah and Sariayu. To interpret the data, the researcher employed Fairclough's three-dimensional model, which allows for a comprehensive analysis of discourse. Throughout the analysis, the researcher observed the use of various discursive strategies, such as puffery, pseudo-scientific claims, emotional appeals, and linking techniques. In the case of Wardah advertisements, the emphasis was placed on the importance of meeting beauty standards. The advertisements also associated their products with some religious values to appeal a specific target audience. On the other hand, Sari Ayu advertisements focus on the concept of self-improvement and natural complexion. Rather than conforming to societal beauty standards, the emphasis to promote the idea that individuals can be beautiful and confident without adhering strictly to conventional beauty standard.

Social Practice and Portrayal of Women in the Choice of Cosmetic Products in Lagos Nigeria

Purpose: The purpose of the study was to examine the influence of socio-cultural practice features and portrayal of women in the choice of cosmetic products in Lagos Nigeria.
 Materials and Methods: The study examined social practice features and portrayal of women in choice of cosmetic products in Lagos Nigeria using a mixed method design. The study adopted purposive sampling because this study was only to investigate cosmetic product advertisements and involved only women. The data were collected from seven advertisements of popularly used cosmetic products from company websites and transcribed to ease the process of analysis. They were then analyzed based on Fairclough’s three-dimensional framework of Critical Discourse Analysis. Data for the quantitative aspect data was collected using a questionnaire based on Likert-type scale questions ranging from 1-5 to capture the variables and analysed using descriptive statistics such as mean and standard deviation and inferential statistics as correlation analysis and regression analysis through SPSS and presented in tables.
 Findings: The findings indicate that socio-cultural practice features significantly predicted portrayal of women in the choice of cosmetic products as the result shows direct positive of social-cultural practice. Most of the portrayal of women tend to persuade the women on a certain form of beauty despite the Nigerian culture. As a result, many people believe what the advertisement says and choose to see themselves in the light of these advertisements. This is part of the effect on social change created by advertisements in the society. Thus, advertisers tend to change the way society views beauty by creating a new beauty ideology and a new standard of beauty derived from what their advertisement says.
 Implications to Theory, Practice and Policy: The study was guided by CDA and the Magic of Meaning theory. Results show that there is a statistically significant relationship between the influence of socio-cultural practice features and the portrayal of women in the choice of cosmetic products. Using CDA, this indicates some social wrongs in the advertisements including the issue of self- esteem in women thereby eroding confidence of the consumers; the demand for women to continually look attractive through these products and compulsive impulse to buy these products. Issues of self-esteem in women are raised thus, cosmetic companies should learn to advertise their products with less manipulative words that will be more societally acceptable. Also, further research is recommended since advertising has an essential role in society.

Discourse Strategies and Portrayal of Women in the Choice of Cosmetic Products in Lagos Nigeria

Purpose: The purpose of the study was to examine the effect of discourse strategies and portrayal of women in the choice of cosmetic products in Lagos Nigeria.
 Methodology: A mixed method design was adopted for this study using purposive sampling because this study was only to investigate cosmetic product advertisements for women. The data were collected from company websites, YouTube and outdoor ads of popularly used cosmetic products ads which were transcribed for the qualitative analysis and analyzed based on Fairclough’s three-dimensional framework of Critical Discourse Analysis (CDA) while for the quantitative aspect data was collected using a questionnaire based on Likert-type scale questions to capture the different variables. They were then analyzed using descriptive statistics and inferential statistics.
 Findings: The study findings show that there is a statistically significant relationship between discourse strategies and portrayal of women in choice of cosmetic products in Lagos. It noted that advertisers utilise strategies such as Informing strategy, Skin Inadequacies, scientific evidences and Celebrities to influence people to choose their products. Findings affirm the direct positive of discourse strategies as R2=0.935 depicts that the model explains 93.5% of the variance thereby supporting the hypothesis that there is a significant relationship between the discourse strategies and portrayal of women in the choice of cosmetic products as the ideology of a woman wanting to look better is preyed upon by advertisers.
 Unique Contribution to Theory, Practice and Policy: The study was guided by CDA and theory of Imitative Desire. It reveals that there is a statistically significant relationship between discourse strategies and portrayal of women and using CDA - a kind of social practice it notes that advertisers influence the view of beauty by creating a new beauty ideology and standard derived from the Ads. Therefore, women bodies should engage in campaigns for women to value themselves, reject manipulation and advocate that adverts only reflect socially acceptable portrayals.

Talent has no race, has no face - but it has a skin colour: The 'appropriate femininity' with the case of Kurdish-Swedish Actress Evin Ahmad.

Sexist and misogynist attitudes towards actresses in the mainstream film industry and other media have been the target of feminists for decades. Stigmatized and stereotyped images of immigrants on the screen have also been scrutinized. However, very little attention has been given to the ways in which actresses with foreign background, not necessarily from Black communities, are portrayed and narrated. Addressing this issue would reveal how non-Western body images on screen are racialized according to certain Western beauty standards. Sweden is often described as the most gender-equal film industry in the world; however, this does not mean that marginalization and subordination of non-white actresses with foreign backgrounds, does not occur. Accordingly, using the framework of feminist film critique and drawing on the works of Homi Bhabba, Sara Ahmed and Patricia Hill-Collins, this article offers a reading of Swedish-Kurdish actress Evin Ahmad's experiences to demonstrate how 'beauty' and 'body' culture involve a complicated terrain around race, skin colour and body image. This article argues that a generalized ideology of beauty and stereotypical images of a Middle Eastern woman imposed on Ahmad demonstrate that values and attributes such as beauty, appearance and sexual attractiveness should be understood in the context of social and cultural relations, rather than as universally valued or devalued individual characteristics.

Feminist Consumerism Discourse in Dove Advertisements on Dove US YouTube Channel

The objective of this research is to find out how the feminist consumerism discourse described in “Dove” beauty in terms of gender identity, fashion, beauty standards, and feminine beauty ideology by Talbot (2020). Feminist consumerism discourse is an ideology that forms a person or group to carry out the process of using or consuming goods produced sustainably based only on desires, not needs. This research used a descriptive qualitative method. The source of data in this research is Dove advertisements were taken from the Dove US YouTube channel. Data collection was done by downloading, watching, transcribing, selecting, and coding based on Talbot’s theory. Data analysis cam carried out by presenting data, describing the context and situation, interpreting the data, and concluding the results of data analysis. The data for this research are 11 feminist consumerism discourse data in Dove advertisements to support the analytical process that the researcher is conducting. The researcher found that several elements of the feminist consumerism discourse that can be seen in the Dove advertisements video are in four aspects, such as gendered identity, fashion, beauty standards, and feminine beauty ideology. From the several aspects above, the feminist consumerism discourse is found in Dove advertisements and there are also persuasive elements.

Abstract P6-05-39: Black Breast Cancer Survivors’ Sociocultural Perspectives of Beauty, and Use of Personal Care Products Containing Endocrine Disrupting Chemicals

Abstract The passage of H.R. 2116 (CROWN Act) prohibits hair texture and style discrimination based on race or national origin, thus, theoretically reducing structural barriers to economic mobility. Regardless, hair is synonymous with Black women’s identities. Possibly due to society’s afro-political ideologies of beauty, Black women tend to use more hair products compared to other racial groups. These standards include social structures that affect self-mediated worth, as well as structural and interpersonal racism based on appearance and societal status. The use of personal care products containing endocrine disrupting chemicals (EDCs) has been shown to increase Black women’s breast cancer risk. The Black identity, hair product use, and breast cancer scale (BHBS) was developed to measure the sociocultural constructs associated with Black women’s hair product use and perceived breast cancer risk. The purpose of this study was to validate the BHBS and examine hair product use among Black breast cancer survivors. Methods: Participants (N=162) completed a 27-item survey between 2020 and 2022 via a community-based participatory research project—Bench to Community Initiative. Principal component analyses (PCA) and confirmatory factor analysis (CFA) were used to establish the underlying component structures and determine the model fit. Chi-square tests were used to determine associations between BHBS subscales and product use, with a p-value < 0.05 defined as statistically significant. Products evaluated included washout and leave-in conditioners, salon, and do-it-yourself (DIY) relaxers, and salon and DIY hair dyes. Response options were used daily through several times a year (daily–yearly), used but stopped, and never used. Results: Participants were African American (90%) and African or Caribbean (10%) Black breast cancer survivors. The mean age (standard deviation [SD]) and stage of diagnosis (SD) was 37.4 ± 8.8 and 1.9 ± 0.97, respectively. PCA yielded two components that accounted for 63% of the total variance in the model. Five items measuring sociocultural perspectives about hair and identity (subscale 1 [S1]) accounted for 28% of the total variance (α = 0.73, 95% CI 0.71, 0.82). Six items assessing perceived breast cancer risk related to hair product use (subscale 2 [S2]) accounted for 35% of the total variance (α=0.86, 95% CI= 0.81, 0.94). CFA confirmed the two-component structure (Root Mean Square Error of Approximation = 0.034; Comparative Fit Index = 0.93; Tucker Lewis Index = 0.89). On average, participants used hair products daily–yearly, including conditioners (64%), relaxers (32%), and hair dyes (33%). The use of salon relaxers was significantly associated with BHBS subscales (S1and S2). Similarly, salon hair dye was significantly associated with S2 of the BHBS. Discussion: The BHBS is a valid measure of sociocultural perspectives associated with hair product use and perceived risk for Black breast cancer survivors. Given that hair remains an important cultural expression within the afro-political confines of identity, the health impacts of hair products containing EDCs used to craft these identities should be considered in intervention planning. Citation Format: Jared Bailey, Marissa Ericson, Tiah Tomlin-Harris, Dorothy Galloway, Lenna Dawkins-Moultin, Adana Llanos, Lindsey Treviño, Susanne B. Montgomery, Dede Teteh. Black Breast Cancer Survivors’ Sociocultural Perspectives of Beauty, and Use of Personal Care Products Containing Endocrine Disrupting Chemicals [abstract]. In: Proceedings of the 2022 San Antonio Breast Cancer Symposium; 2022 Dec 6-10; San Antonio, TX. Philadelphia (PA): AACR; Cancer Res 2023;83(5 Suppl):Abstract nr P6-05-39.

The Image of Female Ideal Body in Advertisements of the Slimming Product in Indonesia: A Critical Discourse Analysis

Slimming products have been continuously produced, while advertisements used for marketing these products increase in number. Advertisement of these slimming products shows an image of the ideal female body that is promised to be achieved if consumers use the offered products. Advertisement of these slimming products becomes one of the facilities to spread and maintain an ideology of beauty in society. The ideology can influence and shape the perspective of society related to beauty stereotypes that are later made a benchmark in assessing a person. Many people are disadvantaged by these beauty stereotypes spread in society. This research aims to reveal the construction of the image of the ideal female body in an advertisement of the slimming products through three dimensions of Critical Discourse Analysis, as Fairclough (2014) stated. These three dimensions are the text analysis phase, discursive practice analysis phase, and sociocultural praxis analysis phase. Besides analyzing verbal and non-verbal aspects in the selected advertisements, the researcher also interviewed 10 (ten) women to identify the perspective of Indonesian women to the beauty discourse existing in advertisement and society. The results of the study revealed that beauty discourse, as shown in the advertisement, was internalized by women as participants in this research. In this case, discourse related to the ideal female body image is still persistent in society.

A critical study on female roles in television commercials of Bangladesh

Media representation of female gender roles in advertising are relentlessly contested themes in a traditional society. Stereotypical representation not only limits the socially accepted traditional roles of gender, but also has an impact on how people perceive women. This study has focused on how women characters are constructed in order to understand reflection of stereotypical gender norms in Bangladeshi television commercials. Stuart Hall’s representation theory has adapted as the framework for conceptualizing the context of this study and scrutinizing the data. Using qualitative and quantitative methods, this paper has explored how such representations constitute unequal gender identities, traditional norms and perpetuate subtle forms of colorism towards women. This study found that dominant patriarchal ideology is deeply embedded in television commercials of Bangladesh; there is a discrimination towards the construction of women's image. Moreover, such media representations generate the ideology of beauty in a negative way and push the concept of colorism towards women.

Ageing like a supermodel: Negotiating body in the celebrity ‘self-life writing’1

In the modelling profession, ageing is a multi-challenging process. By analysing the auto/biography Becoming by Cindy Crawford and Katherine O´Leary, the ageing issues prove to be particularly stimulating. Crawford views her private and professional, internal and external self through a temporal perspective. The special focus of the analysis is a relationship to the body exposed to multiple views. In this context, the auto/biographical text becomes a relevant and stimulating document for questioning (self)presentations of ageing female celebrities, analysing the production of new cultural notions of appropriate ageing and transformations of beauty ideology that creates new (unrealistic) standards, norms and expectations.

Critical Discourse Analysis on TV Advertisements for Beauty Products

This research examines TV advertisements for beauty products on local TV from the perspective of Critical Discourse Analysis. This research mainly focuses on the use of language in beauty advertisements and the strategies used by advertisers to manipulate and influence their customers. This analysis is based on Fairclough's three-dimensional framework, which shows how the ideology of “beauty” is produced and reproduced through advertisements on TV. Qualitative research was conducted on beauty product advertisements from ten TV advertisements for beauty products in 2019. The advertisements taken and analyzed were advertisements for facial beauty products from various brands and types. The findings suggest that advertisers use a variety of strategies to manipulate women. Advertising language is used to control people's thoughts. The better the words the advertisers used to manipulate the viewers, the better reaction that they will get from the viewers. This research shows advertisers are not only promoting their products but highlighting society's standards of beauty and cultural values into the viewers’ lifestyle and how the TV advertisements have shaped the beauty ideology of social practice in Indonesia.

‘Libidinal Nationalism’: The Political Economy of Gender Transgression in India

This essay is a speculative analysis on corporeality and embodiment that is envisaged in the light of bodily representation and image of gender liminal bodies in the non-West –further focusing on the complex dynamics of re-imagining beauty and aesthetics of the contemporary hijra identities in India. Taking this standpoint forward I attempt to highlight newer discourses of embodiment and enactment as installing a gendered essence to (re)frame the possibilities and negotiation of the body and sexuality in the non-West. With special emphasis to body studies, the essay strongly carves the materiality and bodily aesthetics that further conjure to rearticulate body with nationalistic sentiments as espoused to refer to the rhetoric of the libidinal and erotic enterprise of the hijra body. This allows to advocate the perspective of the body and the sexual economy wherein breasts (hijras in Bombay) and bunda (buttocks: of the travesty in Brazil) conveys a powerful key symbol echoing the corporeal ideal as indicators to the ‘national preference’ of the region. The popularity of breasts and bunda thus idealized as feminine corporeal aesthetics that the hijras and travesties contours their body through silicone implant surgery, injectable silicone. The cosmetic practices thus site the implication to view the massive unveiling of desire and desirability within the growing gender liminal culture in the developing societies as to relate to the national ideologies of beauty and eroticism.

The role of beauty as currency belief in acceptance of cosmetic surgery and career aspirations among Chinese young women

ABSTRACT The current study tested the “beauty as currency” hypothesis in the framework of Objectification theory with a sample of Chinese young women. Four hundred and four college women completed a pencil-and-paper questionnaire. We hypothesized that beauty as currency would be associated with acceptance of cosmetic surgery and career aspirations through the serial meditation of self-objectification and body surveillance. The results indicated that self-objectification and body surveillance mediated the relation between women’s belief in beauty as currency and acceptance of cosmetic surgery. Body surveillance mediated the relationship between beauty as currency and career aspirations. These findings provide further evidence for the “beauty as currency” hypothesis, suggesting the feminine beauty ideology may lead to women’s higher acceptance of cosmetic surgery and lower career aspirations via the self-objectifying process. Our study provides some implications for understanding the effect of women’s ideologies on gender system change.

Deracialisation or Body Fashion? Cosmetic Surgery and Body Modification in Japan

ABSTRACT Although all forms of body fashion, from ancient to modern, entail a degree of manipulation, the styles found among Japanese youth are often construed by older Japanese and outside critics as nothing more than contamination from Euro–American beauty ideology. Yet we are missing something if the only interpretation we imagine is failed imitation of foreign bodies. Japan’s own thriving media and popular culture industries are potent sources for youth body styles and fashions. This article points to ways that beauty experimentation should be viewed as much more than a simplistic type of deracialisation. Young people playfully critique notions of gender and racial homogeneity through their body modification and cosmetic surgery projects. These new body forms represent an undermining of the ethnic homogeneity their parents endorsed and reified. They relate to notions about individualism which in turn are tied to easily available beauty technologies. In addition, different zones and features of the body may have different cultural histories. Body traits that will be explored (eye shape, eye colour, hair colour, skin tanning) are discussed in terms of their own complex histories and associated beauty ideologies.

근대 문학정전에 내포된 미 이데올로기의 성격과 역할

근대 문학정전에 내포된 미 이데올로기의 성격과 역할

THE IDEOLOGY AND THE IDEATIONAL MEANING PROCESSES BEHIND THE ADVERTISEMENTS OF COSMOPOLITAN MAGAZINE

This study tried to reveal the ideology and the process of ideational meaning behind the advertisements found in a female magazine, Cosmopolitan. The analysis of ideology was based on four basic assumptions. They are beauty, prestige, health and others. In analyzing the processes of the ideational meaning, the writer used Halliday theory that discusses about six types of processes. They are material (doing/event) process , mental (thinking/sensing/feeling) process,relational (attributive/identifying) process, behavioral process, verbal process and existential process. The results show that the advertisements are dominated by beauty ideology (45,5%) and relational process (41,4%). Based on the result, it is clear that as a female magazine, Cosmopolitan presents advertisements that offer beauty products/services. Moreover, relational process (identifying) is used more because the producer and the advertiser are aware that they cannot compel the consumers to buy the products/ services offered. The use of the process is aimed to show the products/ services that will raise the curiosity of the consumers and to persuade the consumers to buy the products/services.

Ideologia da beleza na América Latina

Na medida em que estudos empíricos apresentam detalhes sobre práticas locais e interpretações sobre a beleza, é necessário discutir a ideologia de beleza ou ideologias em geral na América Latina, pois elas são compartilhadas com a história do colonialismo e o caminho que as referências de beleza viajam facilmente entre as fronteiras nacionais atualmente. Essas imagens não ditam, mas informam o caminho no qual a mulher (e o homem) constrói seu corpo nas sociedades latinoamericanas. O propósito deste artigo é desenvolver uma teoria das ideologias da beleza latino-americana que se apoia e se move através de uma pesquisa empírica. Além de apresentar uma exaustiva tipologia, alguns conceitos devem ser considerados com o objetivo de estimular o debate acadêmico e a discussão. São identificados dois aspectos da ideologia da beleza: 1) a aceitação da artificialidade; e 2) a mobilidade racial.

BEAUTY AS FAIRY TALE IN FAY WELDON’S NOVEL THE LIFE AND LOVE OF A SHE-DEVIL

The contemporary fiction reveals a great interest in the representation of fairy tale motifs and structures. Fay Weldon’s novel, The Life and Loves of a She-Devil, attempts topresent the power of resurgence of fairy tale by depicting and revising several of fairy tale motifs and structures. This article focuses on the motif of beauty, as it is one of the central paradigms of most fairy tales, and emphasises that beauty continues to be one of the most stringent preoccupations of individuals living in the contemporary culture of appearances. Not only in fairy tales but in today’s world as well the oppressive beauty norms and the struggle to achieve perfection become a problematical concern for most women.By employing many popular fairy tale motifs like jealousy, desire and craving of the stepsisters (in Cinderella ), stepmothers (in Snow White and Rapunzel ), rivals (in Little Mermaid ), antagonists (like Maleficent in Sleeping Beauty ), the novelist tries to question virtue implied in beauty. This study shows that Fay Weldon’s novel depicts the dominant ideology of beauty which is inserted in the fairy tales, questions the excessive interest in beauty and female body in the mainstream culture, divulges the artificiality of such preoccupations,illustrates the abusive and deluding nature and presents their damaging impact upon individual’s identity.

Trappings of femininity: A test of the “beauty as currency” hypothesis in shaping college women’s gender activism

This study investigated whether believing beauty is a primary currency for women operates as an antecedent force in the relation between self-objectification and gender activism. Ninety-four ethnically diverse women attending a small liberal arts college in the southeastern United States completed the study questionnaires online for course credit. Preliminary results demonstrated beauty as currency belief, self-objectification, and support for the gender status quo were negatively associated with gender activism. A serial mediation analysis revealed support for the proposed model: Beauty as currency belief was indirectly and inversely linked to gender activism through self-objectification and support for the gender status quo, offering initial evidence for our beauty as currency hypothesis. These findings suggest belief in the notion women will reap more benefits from their bodies than other attributes or pursuits may be an important legitimizing feature of feminine beauty ideology that works through self-objectification against gender social change.

SOCIAL MEDIA AND THE CULTURAL IDEOLOGY OF BEAUTY AMONG YOUNG BLACK WOMEN IN SOUTH AFRICA

Celebrities and celebrity culture tend to influence young people’s ideas of culture and the aspirational perception of self and identity. With social media platforms increasingly becoming spaces of influence for celebrities, how do they use these platforms to communicate their perceptions of beauty and the feminine body, and what messages do they communicate in this manner? This articles reports on a study that explored the cultural ideology of beauty against the backdrop of a digital culture that draws on celebrity beauty performances on social media. Through non-participatory digital ethnographic observations on social media of four female South African celebrities and conversational interviews with young adults, the study examined how celebrities present their bodies in the performance of beauty on social media and explored the messages that pertain to feminine beauty amongst young women. The findings revealed that celebrity culture perpetuates the ideology that black beauty can be achieved through natural skin colour erasure, extended artificial weaves and a thin body frame.