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An Analysis of Sexualisation of Women in Fashion Advertisements Today from an Irish Female Millennials’ Perspective

Towell, Lauren (2018) An Analysis of Sexualisation of Women in Fashion Advertisements Today from an Irish Female Millennials’ Perspective. Masters thesis, Dublin, National College of Ireland.

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Abstract

In recent decades, sexualisation within advertising has become the forefront of many research papers discussing its use and effects on both men and women. Women who appear is such advertisements are often portrayed as sexual objects which has led to the decreased internalised sexualisation of young women viewing these advertisements. However, with the rise of post feminism many postfeminist women have learnt to embrace their sexuality and use it to their advantage.

This study aims to explore the sexualisation of women in fashion advertisements today from an Irish Female Millennials’ perspective. Specific attention has been given to the participants’ attitudes in relation to sexualisation particularly in regards to sexual stimuli, purchase intention and body image. Primary research was conducted using the research method of group interviews, participants were chosen in respective of their working class. This made for an interesting study where findings had the possibility to differentiate based on participant’s socio economic backgrounds. Overall, it was found that secondary level educated working class participants were quiet passive when it came to the specified topic, whereas third level educated participants were able to discuss the topic of sexualisation at length.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 01 Nov 2018 13:31
Last Modified: 01 Nov 2018 13:31
URI: http://trap.ncirl.ie/id/eprint/3392

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