Advertising and the Technology of Enchantment

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Advertising and the Technology of Enchantment

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dc.contributor.author Moeran, Brian
dc.date.accessioned 2009-06-25
dc.date.accessioned 2009-06-25T09:05:57Z
dc.date.available 2009-06-25T09:05:57Z
dc.date.issued 2009-06-25
dc.identifier.uri http://hdl.handle.net/10398/7817
dc.description.abstract The primary contents of women’s fashion magazines are fashion, beauty and health. This paper sets out to explore the ways in which international fashion magazines such as Elle, Vogue and Marie Claire portray feminine beauty in textual and advertising matter and how their readers react to such portrayals. Beauty is analysed as grooming practice, and make-up as the prime symbol of the self and its many facets in social interaction. The paper looks at the different kinds of ‘face’ that magazines invite their women readers to put on and suggests that they – and their advertisers – adopt a ‘technology of enchantment’ as a means of exercise control over them. Magazine and advertising language is imbued with ‘magical’ power, and the paper shows how the structure of advertisements closely parallels that of magical spells used in certain healing rituals. It concludes by using magazine reader interviews to learn the extent to which women do or do not believe in such ‘spells’ and whether they are encouraged to buy into the ‘beauty myth’. en_US
dc.format.extent 22 s. en_US
dc.language eng en_US
dc.publisher CBS en_US
dc.relation.ispartofseries Creative Encounters Working Paper;27
dc.subject.other Advertising en_US
dc.subject.other Beauty en_US
dc.subject.other Consumption en_US
dc.subject.other Content Analysis en_US
dc.subject.other Enthography en_US
dc.subject.other Fashion Mangazines en_US
dc.subject.other Grooming Practices en_US
dc.subject.other Magic en_US
dc.subject.other Ritual en_US
dc.title Advertising and the Technology of Enchantment en_US
dc.type wp en_US
dc.accessionstatus modt09jun25 liga en_US
dc.contributor.corporation Copenhagen Business School. CBS
dc.contributor.corporationshort Department of Intercultural Communication and Management en_US
dc.contributor.department Institut for Interkulturel Kommunikation og Ledelse en_US
dc.contributor.departmentshort IKL en_US
dc.contributor.departmentuk Department of Intercultural Communication and Management en_US
dc.contributor.departmentukshort IKL en_US
dc.idnumber x656599838 en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2009 en_US
dc.title.subtitle The Portraval of Beauty in Woman's Fashion Magazines en_US


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