The portrayal of women in Elle magazine advertisements. A comparison between France and Russia

Table of Contents

Chapter 1: Introduction

Chapter 2: Literature Review

2.1.0. Gender roles in magazine advertisements

2.1.1. The 1920s

2.1.2. The 1930s

2.1.3. The 1940s

2.1.4. The 1950s to 1970s

2.1.5. The 1980s to 1990s

2.1.6. Since 2000

2.3. Cultural theories related to marketing

2.3.1. Hofstede’s cultural dimensions

2.3.2. Hall’s high vs. low context model

2.4. Communication

2.5. Cultural differences between Russia and France

2. 6. International advertising strategies

2.6.1. Standardization

2.6.2. Adaptation

2.6.3. Communication model

2.6.4. Russia and France

2.7. Summary of the literature review

Chapter 3: Research methodology

3.1. Research approach and strategy

3.2. Validity and reliability of the findings

3.3. Research questions

3.4. Hypotheses

3.5. Sample selection and data collection

3.5.1. Sampling frame

3.5.2. Selection of magazine

3.5.3. Selection of countries

3.5.4. Selection of advertisements

3.6. Coding

3.7 Limitations

Chapter 4: Analysis and discussion of advertisements

4.1. Licensed withdrawal

4.1.1. Feminine touch

4.1.2. Ritualization of subordination

4.1.3. Relative size

4.1.4. Function ranking

4.1.5. Body display

4.1.6. Self-assertiveness/independence

4.1.7. Objectification

4.2. Courtney and Lockeretz’ stereotypical variables

4.3. Discussion

Chapter 5: Conclusion

5.1. Limitations

Research Objectives and Themes

The primary objective of this dissertation is to investigate the portrayal of women in magazine advertisements within France and Russia, specifically examining whether women are depicted as sexual objects. By conducting a content analysis of the magazine Elle, the study explores the correlation between cultural differences and the degree of sexual appeal used in advertising across these two distinct markets.

• Cross-cultural analysis of gender representation in French and Russian advertising.
• Application of Goffman’s gender categories to contemporary magazine advertisements.
• Evaluation of standardization versus adaptation strategies in international marketing.
• Assessment of the role of sexuality and body display in advertising products.
• Comparison of high-context communication styles in French and Russian fashion media.

Excerpt from the Book

Summary of Chapters

Chapter 1: Introduction: This chapter outlines the purpose of the dissertation, which is to investigate and compare the portrayal of women in French and Russian Elle magazine advertisements.

Chapter 2: Literature Review: The chapter covers the historical development of women's depiction in advertisements from the 1920s to present day, alongside cultural theories and marketing communication strategies.

Chapter 3: Research methodology: This section explains the quantitative content analysis approach, the justification for selecting Elle magazine, and the specific coding categories used for data collection.

Chapter 4: Analysis and discussion of advertisements: This chapter presents the empirical findings derived from the coding of French and Russian advertisements, analyzing them through Goffman's variables and comparing the results.

Chapter 5: Conclusion: The final chapter summarizes the findings, confirms the hypotheses regarding the use of women as sex objects in France versus Russia, and addresses the study's limitations.

Keywords

Content analysis, Elle magazine, gender roles, sexual appeal, France, Russia, cultural differences, advertising strategy, standardization, adaptation, Goffman, body display, objectification, female portrayal, marketing management.

Frequently Asked Questions

What is the core focus of this research?

The dissertation primarily investigates how women are portrayed in French and Russian magazine advertisements, with a specific focus on the use of sexual appeal and gender stereotypes.

Which magazine was selected for the study?

The study uses the women's fashion magazine "Elle" to compare advertisements across its French and Russian editions.

What is the main research question?

The study seeks to answer how women are portrayed in these two cultures, whether there are distinct gender roles, what types of products utilize sexual appeal, and if women are being used as sex objects.

Which scientific method is applied?

The author uses quantitative content analysis, applying Ervin Goffman's gender classification system and additional variables related to body display and objectification.

What does the main body of the work cover?

The main part of the dissertation includes a comprehensive literature review of the historical portrayal of women since the 1920s, a detailed methodological setup, and a comparative analysis of the data collected from French and Russian advertisements.

What are the key descriptive terms for this work?

The work is characterized by terms such as gender representation, cross-cultural marketing, content analysis, and sexualization in advertising.

How does the author define "objectification" within this study?

Objectification is defined as the disembodiment of the female body, where the focus is restricted to specific body parts (such as legs or lips) while the head or face is cut or obscured, effectively reducing the woman's human presence.

What did the analysis reveal regarding the "standardization" of advertisements in Russia?

The study concludes that standardization is prevalent in Russia, as many fashion and beauty advertisements mirror international, Western-oriented campaigns rather than being locally adapted.