Male Gaze and Self objectification:

Analyzing The Lipstick Advertising

DOI

10.2991/assehr.k.211020.305How to use a DOI?

Keywords

male gaze, self-objectification, social discipline, the fashion industry

Abstract

The increasingly powerful advertising communication in modern society and the female consumption demand and the patriarchal consciousness have endowed lipstick with multiple symbolic meanings. By analyzing the lipstick video ads of major brands, we find that these brands, even the whole fashion industry, are disempowering women. Generally, we argue that lipstick and lipstick advertising are tools for men to exert power and doctrine at a micro-level. Still, they also reflect a transforming fashion industry in the face of rising feminist consciousness.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Sufangfei Li
AU  - Ziruo Xie
PY  - 2021
DA  - 2021/10/21
TI  - Male Gaze and Self objectification:
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 1055
EP  - 1061
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.305
DO  - 10.2991/assehr.k.211020.305
ID  - Li2021
ER  -