Between body and advertising: femininity stresses within Ecuador

Abstract

In this article I research from a feminist perspective the representation of the female body in media advertising as an aspect that is currently shaping the subjectivity of women in relation to the aesthetics of their bodies. For this reason, I start this article with a definition of the term “femininity” in order to explore further in the construction of women’s identity in modern Western societies, to then analyze symbolically the implications of the idealization of physical appearance in commercial visual culture. Finally, I explore the meanings and senses that this type of representation generates in women’s lives who coexists daily with these images. All of this to show that advertising is a mechanism of body discipline that is fastly becoming the new face of male domination in the context of late capitalism.