Content analyses of television advertising have
delineated two images of women, constrained-by their
domestic and sexual roles. The focus of this thesis is on
portrayals of sexuality in advertisements, targeted at
female consumers. A wholistic approch to the study of the
media is advocated, which involves analysis of the media,
the viewer and the nature of the interaction between the
two.
Sexuality advertisements were content analysed using
quantitative and qualitative categories. A distinct
sub-set of these advertised beauty products. Analysis
revealed that women are portrayed in a way which
stereotypes their sexuality. Furthermore, the use of
various persuasive devices indicates more subtle forms of
sexism.
The importance of developing sexuality to the female
adolescent is discussed. It is argued that media must
have personal relevance in order to produce any effects.
Teenage girls were therefore chosen to act as subjects in
experimental studies. Linear approaches to media effects
are critisised and a circular model adopted in which
concern with personal sexuality will make media portrayals
of sexuality more salient. This saliency will, in turn,
increase the probability of advertising images being used
as role models. It is argued that perceptions mediate
effects, therefore a before-and-after methodology is rejected for an investigation of attitudes towards and
perceptions of advertisements.
Initial findings indicate an individual approach to
decoding of advertisements. Evidence was found for two
approaches. Advertisements could be perceived from
reality or marketing perspectives. Mere exposure to
portrayals of female sexuality does not ensure their
saliency to viewers. Norms of sexuality are not accepted
uncritically but evaluated in terms of personal reality.
An analysis of personal characteristics of adolescents
indicates that only a proportion are preoccupied or
concerned with their own sexuality. Evidence is presented
to suggest that a personal concern with sexuality may lead
to sexual images being more salient and accepted as desirable normative types.