Northwest Communication Association Conference Papers & Presentations

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Communication | Critical and Cultural Studies | Gender, Race, Sexuality, and Ethnicity in Communication | Mass Communication | Public Relations and Advertising | Semantics and Pragmatics | Speech and Rhetorical Studies


This study presents a semiotic analysis of several magazine advertisements in an attempt to explore body image and sexuality as it is illustrated in marketing campaigns in both the United States and Japan. Each of the magazines from which the artifacts were drawn was published in 2011, and each presents a similar focus on fitness, fashion, and television in each country. A comparison of the sexuality portrayed in advertisements was conducted to explore similarities and differences. It was found that there is a difference in how sexual imagery was used between the United States and Japan, with the United States focusing on experience and passion while Japan focuses more on innocence and youth


This paper was presented at the 36th Annual Northwest Communication Association Conference held at the Coeur d'Alene Resort in Coeur d'Alene, Idaho. A version of the paper was presented as a poster at the Linfield College Student Scholarship & Creative Works Symposium in May 2012.



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