• Violence in advertising

    Violence in advertising

    I am sure that at some time you have seen some kind of violence in advertising, sometimes explicitly but mostly implicitly, so that we do not notice it directly. We live in a world that claims to abhor violence but unwittingly perpetrates it or allows it to be perpetrated on others.

    Advertising discourse is known to contribute to sexism and the reproduction of gender stereotypes. This article focuses on the symbolic violence that presents women's bodies as sexual objects in advertising texts used by Dolce & Gabbana in the newsletter it sent out, via the web, on a regular basis between 2016 and 2019. The methodology used was primarily qualitative, although some quantitative data were taken into account to better understand the structure of the corpus. Kress and Van Leeuwen's (2006) visual grammar was used to deconstruct the representational, interpersonal and compositional meanings of the texts. The results of the visual analysis show that women's bodies are used as advertising claims, which contribute to the reproduction of various forms of symbolic violence. Such results suggest the need to review the objectification of female bodies in advertising discourse.