The female image in magazines: analysis of stereotypes, diversity and inclusivity in publicity and reporting related to fashion brands

Abstract

The fashion sector exhibits its collections and garments on female bodies which act as props and mouthpieces for society through the use of the media, mainly women’s magazines. In this sense, publicity has used the female body for decades as a marketing lure and, although change driven by the demands of new generations can be seen, the majority of models used contribute to feeding an inaccurate image of women, reinforcing stereotypes and strengthening certain canons of beauty. The aim of this study is based on female diversity and inclusivity in advertising and the approach in reporting on fashion brands in specialised magazines, reinforcing stereotypes and promoting certain canons of beauty. For this purpose, a categorical content analysis of 216 units of analysis with 15 variables was carried out. The analysis of the results shows the lack of real commitment to diversity and inclusivity in advertising and the reporting approach of fashion brands in the magazines.