The Stereotypical Representation of Females in Women’s Health Magazine’s Cosmetic Advertisements

摘要

This research examines how the ideal white beauty is portrayed in the cos metic advertisements in a popular women’s magazine named Women’s He alth, which is mainly based on the topics of health, diet, fitness and fashion, and how this contemporary women’s magazine uses the stereotypical representations of women in the cosmetic advertisements. With this aim, this paper bases its argument on the cultivation theory, which points out that the media indeed constructs the world that others should live in, and it presents the gender stereotypes that they should embrace (Bögenhold & Naz, 2018 : p. 60) . Thus, it is the media, which shapes how people understand the gender representations in real life. In this research, the researcher has used social semiotics as a method in order to reveal that. It is seen that the magazine basically uses five different stereotypical representations of women, which are the sex kitten, the classic and feminine model, the cute model or lolita, the trendy mod el, and the casual model. The magazine creates a perception that wearing m ake-up is essential for good-looking and attracting the opposite sex and by using most of the models as a decorative object, the magazine uses benevolent sexism. Overall, the magazine shows to the average women how g ender roles should be perceived through stereotypical representations so that they can apply them in real life. Nevertheless, the usage of an elderly woman creates a co n trast in the stereotypical representation therefore it is seen as progressive. Th us, the magazine, which takes a broad-minded step, breaks the conventional repr esentation of women in the cosmetic advertisements.