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2023 - Volume 7 - Number 2

The Solution for Girls with No Sex Appeal: The Ironized Yeast – A Multi Modal Discourse Analysis of Vintage Advertisements

Martha Patricia Linares Flores * ORCID: 0009-0009-5261-8746
Universidad de Guanajuato, Division of Social Sciences and Humanities, Guanajuato, MEXICO

Open Journal for Anthropological Studies, 2023, 7(2), 31-46 * https://doi.org/10.32591/coas.ojas.0702.01031l
Received: 6 June 2023 ▪ Revised: 23 July 2023 ▪ Accepted: 6 August 2023

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
This paper presents a discourse analysis of three vintage advertisements for Ironized Yeast using Multi Modal Discourse Analysis and Critical Discourse Analysis. Drawing on the concept of erotic capital by Hakim (2011), the study explores how these advertisements exploit women’s insecurities about their body shape while offering a solution that goes beyond physical attractiveness. The analysis reveals that the advertisements promote the idea that women can leverage their erotic capital to enhance their sex appeal, thereby increasing their chances of success in the dating and marriage market. This research examines the construction and perpetuation of the seductive power associated with a curvy figure. The findings highlight the intricate interplay between discourses of attractiveness, power dynamics, and societal expectations, urging critical reflection on the influence of such representations on individuals and broader social dynamics.

KEY WORDS: erotic capital, problem-solution pattern, advertisements, Multi Modal Discourse Analysis, beauty standards.

CORRESPONDING AUTHOR:
Martha Patricia Linares Flores, University of Guanajuato, Division of Social Sciences and Humanities. Guanajuato, MEXICO.

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