광고사진의 몸 이미지와 젠더에 대한 담론 (A discourse study on advertisement's body images and gender)

서지정보

· 발행기관 : 한국영상제작기술학회
· 수록지 정보 : 영상기술연구 / 1권 / 11호 / 173 ~ 194페이지
· 저자명 : 함현

초록

The word gender, which appears many of the long period of time in our society.
Throughout this matter of gender have been the cause of ideology over the past
years to in present time. As a result, the movement of feminism have been focus of
many scholars and the group of feminist. However, the representation of men and
women in media based on gender as a method of subject. On the other hand, media
presents still face many of the gender matters, which in a variety of men and
women's bodies, where we are actually get experienced as a stereotype of human
being. A number of studies point out that this matter of gender is deeply appears
not only our society, as well as in media. Therefore, this study examines the media
and gender in terms of the representation of men and women's bodies in
advertisement, iconology, and cultural phenomenon. Gender, defined as the actual
matter of behavior in our society, the form of representation, and the system of
media. Using men and women's bodies images in advertisement, they are associated
with power relation between two genders. Insofar, they provide a regularly and
necessary to use and the form of representation of object as commercial areas.
Although gender is not a new form of representation method, but still useful to
make a discourse in present in order to making a sex appeals. Men and women's
bodies images, which advertisement often say about the discrimination between
the different opposite of sex. Men as a mechanical machine and women as a sex
appeal are often the use and sources for advertisement without a particular reason to
present, insofar, men always on top, women in opposite situation in both our
society and media. Therefore, we must realize that decrease of gap between men
and women's matter of gender. And also, we need to get rid of ideology from old
fashion of social and cultural aspect of views.

영어초록

The word gender, which appears many of the long period of time in our society.
Throughout this matter of gender have been the cause of ideology over the past
years to in present time. As a result, the movement of feminism have been focus of
many scholars and the group of feminist. However, the representation of men and
women in media based on gender as a method of subject. On the other hand, media
presents still face many of the gender matters, which in a variety of men and
women's bodies, where we are actually get experienced as a stereotype of human
being. A number of studies point out that this matter of gender is deeply appears
not only our society, as well as in media. Therefore, this study examines the media
and gender in terms of the representation of men and women's bodies in
advertisement, iconology, and cultural phenomenon. Gender, defined as the actual
matter of behavior in our society, the form of representation, and the system of
media. Using men and women's bodies images in advertisement, they are associated
with power relation between two genders. Insofar, they provide a regularly and
necessary to use and the form of representation of object as commercial areas.
Although gender is not a new form of representation method, but still useful to
make a discourse in present in order to making a sex appeals. Men and women's
bodies images, which advertisement often say about the discrimination between
the different opposite of sex. Men as a mechanical machine and women as a sex
appeal are often the use and sources for advertisement without a particular reason to
present, insofar, men always on top, women in opposite situation in both our
society and media. Therefore, we must realize that decrease of gap between men
and women's matter of gender. And also, we need to get rid of ideology from old
fashion of social and cultural aspect of views.

참고자료

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