Girls’ portrayals in fast fashion advertisements
Srivastava, S., Wilska, T.-A., & Sjöberg, J. (2022). Girls’ portrayals in fast fashion advertisements. Consumption, Markets and Culture, Early online. https://doi.org/10.1080/10253866.2022.2067149
Published inConsumption, Markets and Culture
© 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes. ...
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Related funder(s)Academy of Finland
Funding program(s)Academy Programme, AoF; Strategic research programmes, AoF
Additional information about fundingThis work was supported by Academy of Finland: [Grant Number #320370]; Strategic Research Council: [Grant Number #327237].
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