Prikaz emancipirane žene 21. stoljeća u reklamama za parfem

• Published in: Medijske studije Vol. 11; no. 22; pp. 102 - 120
• Main Authors: Car, Viktorija, Gajger, Lana
• Format: Journal Article
• Language: Croatian
• Published: Zagreb Fakultet političkih znanosti u Zagrebu 2020; Faculty of Political Science - University of Zagreb; Sveuciliste u Zagrebu, Fakultet Politckih Znanosti
• Subjects: 21st century; Celebrities; Commercials; Communication studies; Gender Studies; Media studies; Social Sciences; emancipation; celebrities; perfume commercial; postfeminism; fourth wave of feminism
• ISSN: 1847-9758; 1848-5030
• DOI: 10.20901/ms.11.22.6

In the 21st century, the feminist movement is experiencing a new upswing. This process is‏ particularly affected by the activity of female celebrities who promote and embody the idea of woman‏ emancipation. The main goal of this paper is to identify the ways in which female perfume commercials‏ present emancipation as desirable. By means of narrative analysis and the qualitative research method,‏ we analysed five perfume commercials featuring female celebrities as their main protagonists. The‏ common characteristics shared by all the protagonists in the analysed commercials is their determination‏ and a pronounced sense of self-awareness and insurgence. They are extroverted, assertive, and prone‏ to seeking excitement, competent and success-oriented. Their desirability is simultaneously determined‏ by masculine behaviour, feminine aesthetics, the rejection of gender norms (with the exception of the‏ slimness ideal), dominant behaviour when interacting with men, and the focus towards the future. The‏ behaviour of female protagonists almost completely matches the characteristics of the postfeminist‏ understanding of femininity and supports the fundamental determinant of feminism – the idea of‏ emancipation