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I shop therefore I am a feminist : A semiotic and critical study of an advertising image from Monki

Ernst, Thelma LU (2020) KOVK03 20192
Division of Art History and Visual Studies
Abstract
The aim of this study is to explore and understand how feminism or something that resembles feminism could be portrayed visually and verbally. In order to shed light on this question, an advertising image by the clothing company Monki promulgated in 2016, is analyzed through a set of different theories, and compared to an art piece by the conceptual artist Barbara Kruger. The study demonstrates, with theories such as Jean Baudrillard’s contextualisation of the simulacrum and simulation concept, and Andi Zeisler’s historical account of market place feminism, how elements of a political movement can be used in advertising. In the outcome of the study, it is argued that feminism could be appropriated in advertising images, but in doing so,... (More)
The aim of this study is to explore and understand how feminism or something that resembles feminism could be portrayed visually and verbally. In order to shed light on this question, an advertising image by the clothing company Monki promulgated in 2016, is analyzed through a set of different theories, and compared to an art piece by the conceptual artist Barbara Kruger. The study demonstrates, with theories such as Jean Baudrillard’s contextualisation of the simulacrum and simulation concept, and Andi Zeisler’s historical account of market place feminism, how elements of a political movement can be used in advertising. In the outcome of the study, it is argued that feminism could be appropriated in advertising images, but in doing so, feminism becomes a make-believe. In other words a simulacrum. (Less)
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author
Ernst, Thelma LU
supervisor
organization
course
KOVK03 20192
year
type
M2 - Bachelor Degree
subject
keywords
Marketplace, feminism, Simulacrum, Simulations, Appropriation, Capitalism, Monki
language
Swedish
id
9006779
date added to LUP
2020-03-23 11:40:11
date last changed
2020-03-23 11:40:11
@misc{9006779,
  abstract     = {The aim of this study is to explore and understand how feminism or something that resembles feminism could be portrayed visually and verbally. In order to shed light on this question, an advertising image by the clothing company Monki promulgated in 2016, is analyzed through a set of different theories, and compared to an art piece by the conceptual artist Barbara Kruger. The study demonstrates, with theories such as Jean Baudrillard’s contextualisation of the simulacrum and simulation concept, and Andi Zeisler’s historical account of market place feminism, how elements of a political movement can be used in advertising. In the outcome of the study, it is argued that feminism could be appropriated in advertising images, but in doing so, feminism becomes a make-believe. In other words a simulacrum.},
  author       = {Ernst, Thelma},
  keyword      = {Marketplace,feminism,Simulacrum,Simulations,Appropriation,Capitalism,Monki},
  language     = {swe},
  note         = {Student Paper},
  title        = {I shop therefore I am a feminist : A semiotic and critical study of an advertising image from Monki},
  year         = {2020},
}