The Carnal Feminine: Womanhood, Advertising and Consumption

This is a study of the identification of women with carnality and nature in contemporary television advertisements, and the age-old socio-cultural values that underpin this association. A selection of current UK television advertisements - for food and toiletry products - provide examples of three key aspects of this conflation: the erotic, the pornographic and the carnivalesque. The paper concludes by speculating on why this identification remains ubiquitous in our culture, and whether this should be a matter of concern, from a feminist perspective, or whether it should be viewed as a harmless, ironic, postmodern, trope in our culture.


Lorna Stevens and Pauline Maclaran (2007) ,"The Carnal Feminine: Womanhood, Advertising and Consumption", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 169-174.


Lorna Stevens, University of Ulster, Ireland
Pauline Maclaran, University of Keele, England


E - European Advances in Consumer Research Volume 8 | 2007

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