Event Title
Is It Sexy? A Semiotic Analysis of Sexual Imagery in Japanese and United States Advertising
Faculty Sponsor
Brenda DeVore Marshall
Location
Jereld R. Nicholson Library
Date
5-11-2012 3:00 PM
End Date
5-11-2012 4:30 PM
Subject Area
Communication Arts/Rhetoric
Description
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.
Recommended Citation
Pereira, Marc P., "Is It Sexy? A Semiotic Analysis of Sexual Imagery in Japanese and United States Advertising" (2012). Humanities and Creative Projects. Event. Submission 10.
https://digitalcommons.linfield.edu/studsymp_cr/2012/all/10
Is It Sexy? A Semiotic Analysis of Sexual Imagery in Japanese and United States Advertising
Jereld R. Nicholson Library
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.
