Mind-Blowing, Toe-Curling Sex: Coding sexualization and authority in advertising copy
Summary :
Table of Contents
- Introduction
- Glamour magazine
- Conceptualization and operationalization
- Coding
- Conclusion
- The table of analysis
- References
Abstract
The discipline of art history has altered its theoretical preoccupations over the past century to include popular or "low" forms of artistic expression within its avenue of criticism. As such, advertising copy is viewed as a representation of cultural trends, and the fashion industry - from haute couture to skin lotion - has employed and produced some of the most spectacular graphic and visual design. To parody the distinction between "high" and "low" art, Andy Warhol's 1962 Campbell's Soup Cans announced the rise of popular and commercial artwork; that is, as opposed to a preoccupation with singular works involving a traditional medium (i.e., oil paint on canvas, sculpture, or a fresco), the work utilized a semi-mechanical silkscreen process which invoked the notion that art can be widely produced and consumed (like the soup) on a massive scale. For commercial advertising to achieve this distinction in art history it follows that sociology can also benefit from analyzing the cultural trends and indicators of popular graphic design; furthermore, that it is useful to explore dominant media inclinations toward specific topics such as gender, sexuality, and authority.
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