The Representation of Gender in Advertisements: A Social Semiotic Analysis of Dzeriet and Dziri Magazines

Abstract

Our study is concerned with the analysis of gender representation in the advertisements of two Algerian magazines: Dzeriet (women magazine) and Dziri (men magazine) which are published in Algeria in 2016.The aim of the study is to sort out the visual differences in the representation of men and women from a social semiotic perspective, and how they reinforce gender stereotypes. The study analyzed 12 images (6 for women, and 6 others for men) by adopting the Qualitative research method which allows a deep explanation of the concepts analyzed by the framework of Grammar of Visual Design (Kress and Van Leeuwen, 1996; 2006), and the dimensions introduced by Goffman (1979) in Gender Advertisements. The study combined the framework of kress and van Leeuwen with the dimensions introduced by Goffman under the ritualization of subordination in order to form the following resources: The gaze, modality, social distance, the angle of view, body display, and the feminine touch. The conclusion to be drawn from the findings is that women are depicted as decorative objects, reactive, subordinate, powerless, and vulnerable. Men, on the other hand, are presented as active, dominant, competent, powerful, confident, and comfortable. Therefore, advertisements can be seen as carriers of social stereotypes about gender within the visual discourse.