What is it about?

This article looks at how women are portrayed in fashion advertisements in the Italian edition of Vogue magazine over the past 50 years, to see if traditional gender roles are still present, and to understand if there is a new way of showing women in the 2000s. The study found a re-sexualization of women over time alongside an increase in their apparent autonomy and confidence.

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Why is it important?

Few studies have investigated female images in advertising in Italy over such a long period of time and in a systematic way, looking for innovative representations. The topic is relevant because fashion magazines are media focused on the representation of aesthetic standards and lifestyles. Their photoshoots reproduce idealized images of women and men for a large audience, and text complements the images with suggestions and practical advice to achieve the presented ideals. Thus, fashion advertisements disseminate a concentrated set of aesthetic models and attitudes, playing an important role in the production and reproduction of gender models.

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This page is a summary of: Sexualized female confidence: A new gender display in over 50 years of Italian fashion advertisements, Journal of Italian Cinema and Media Studies, March 2023, Intellect, DOI: 10.1386/jicms_00178_1.
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