Skip to content
Scan a barcode
Scan
Added to your cart
Paperback The Illusive Promise of Women's Choice and Autonomy. Postfeminism in Perfume Advertisement [German] Book

ISBN: 334621124X

ISBN13: 9783346211248

The Illusive Promise of Women's Choice and Autonomy. Postfeminism in Perfume Advertisement [German]

Essay aus dem Jahr 2018 im Fachbereich Anglistik - Literatur, Note: 1.0, Universit t Z rich (English Department), Veranstaltung: Language Skills and Culture: Higher, Sprache: Deutsch, Abstract: Rosalind Gill connects the neoliberal consumer and the "active, freely choosing, self-reinventing subject of postfeminism" ("Postfeminist Media Culture" 164). In light of contemporary gender issues like 'Pink Tax' and equal pay, postfeminist or postmodern western media culture appears to play a major role by simultaneously constructing and dismantling the concept of the self-determined female individual. In view of this significant change in the perception of consumerism, Gill defines "postfeminism", similar to the term postmodernism, as having "become overloaded with different meanings" ("Postfeminist Media Culture" 147). In contrast to the numerous contested understandings of postfeminist notions, Gill proposes that "postfeminism" is to be understood "as a sensibility that characterizes increasing numbers of films, television shows, advertisements and other media products" (148). Moving beyond the concept of sensibility, Gill ascribes postfeminism the ability to construct "an articulation or suture between feminist and anti-feminist ideas" (162). In order to pinpoint postfeminist media products, Gill provides us with a "number of interrelated themes" that accompany the rise of postfeminist media culture (147). For Gill, these include the display of "femininity as a bodily property" (149), the allusion of female sexual subjectivity (151), an emphasis on female "choice , ] empowerment" (153) and "self-surveillance" (155), as well as the use of the "makeover paradigm" (156) and "irony" (159). These themes and their relatedness to postfeminist sensibility will be elaborated on here by using the example of a Roberto Cavalli perfume advertisement for women from 2012. In this perfume advert, a young and attractive woman wakes up from an afternoon nap in a lavishly furnished bed

Recommended

Format: Paperback

Temporarily Unavailable

We receive fewer than 1 copy every 6 months.

Related Subjects

Language Arts

Customer Reviews

customer rating | review
There are currently no reviews. Be the first to review this work.
Copyright © 2025 Thriftbooks.com Terms of Use | Privacy Policy | Do Not Sell/Share My Personal Information | Cookie Policy | Cookie Preferences | Accessibility Statement
ThriftBooks ® and the ThriftBooks ® logo are registered trademarks of Thrift Books Global, LLC
GoDaddy Verified and Secured