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The influence of advertising design in the print media on the self-perception of selected South African and Polish women : a comparative study
Author(s)
Rytel, Katarzyna Bozena
Date Issued
2007
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Magazines are highly specialised forms ofmass media communication. Across cultures,
women's magazines and advertisements systematically promote an ideal of feminine beauty that is
embedded primarily in body-image. Mass advertised messages targeted at women promote
dominant mainstream cultural and global standards regarding body-image. They al~ promote the
use of various products and lifestyle patterns that are intended to enable women to achieve the
desired 'look' of the moment. The influence of these advertised messages manifests iD real-life
consequences, which are either positive or negative, and which, in turn, influence women's role in
society. Seen in this light, certain manipulative practices present in the print media have been
identified, which are used extensively to influence women, to shape their perceptions of the world
around them, and to coach them into embracing a consumerist lifestyle, with the ultimate aim of
generating revenue. In this regard, this study focuses on the ways in which advertising design in
women's magazines and the content ofthe South African and Polish EUe and Cosmopolitan, as well
as the South African Fairlady and the Polish Twoj Styl represent the image ofcontemporary women
in South Africa and Poland.
women's magazines and advertisements systematically promote an ideal of feminine beauty that is
embedded primarily in body-image. Mass advertised messages targeted at women promote
dominant mainstream cultural and global standards regarding body-image. They al~ promote the
use of various products and lifestyle patterns that are intended to enable women to achieve the
desired 'look' of the moment. The influence of these advertised messages manifests iD real-life
consequences, which are either positive or negative, and which, in turn, influence women's role in
society. Seen in this light, certain manipulative practices present in the print media have been
identified, which are used extensively to influence women, to shape their perceptions of the world
around them, and to coach them into embracing a consumerist lifestyle, with the ultimate aim of
generating revenue. In this regard, this study focuses on the ways in which advertising design in
women's magazines and the content ofthe South African and Polish EUe and Cosmopolitan, as well
as the South African Fairlady and the Polish Twoj Styl represent the image ofcontemporary women
in South Africa and Poland.
Additional information
Thesis (MTech (Informatics and design))--Cape Peninsula University of Technology, 2007
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