COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Superwoman? Challenging the Visual Perception of Women in Today’s Editorial and Advertising Markets
Creator:
McManness, Erin
Subject:
Thesis (M.F.A.) -- Illustration
Subject:
Savannah College of Art and Design -- Department of Illustration
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
The equality and role of women in society has changed markedly throughout the last few
decades, empowering women to take leadership roles in every area of society. Our generation
has seen the most progress for women’s rights, however, our visual media and advertising
culture still promotes ideas that hinder this progress.
Throughout history – and specifically in
mainstream culture – we are taught to view the female form as an object, whose value is
dependent on her appearance, rather than her contributions or achievements. While this thesis
does not serve to make the argument that beauty is bad, these messages depict a onedimensional
female archetype that not only becomes problematic for the modern woman, but
becomes an increasingly negative presence for young, developing women.
The focus of this thesis is to research and explore how this stereotype of women is still
2
present and routinely used in today’s editorial and advertising market, and to challenge its
prevalence through the creation of a campaign of conceptual illustrations depicting and
empowering notable women for their ideas and influence towards social change.
The images created for this thesis will use modern notions of beauty and fashion to turn
the media’s message on its head and to create dynamic interactivity between a woman’s
strength of character, experience, and ingenuity as a platform for discussion about how we
interpret and place value on our society’s female citizens.
decades, empowering women to take leadership roles in every area of society. Our generation
has seen the most progress for women’s rights, however, our visual media and advertising
culture still promotes ideas that hinder this progress.
Throughout history – and specifically in
mainstream culture – we are taught to view the female form as an object, whose value is
dependent on her appearance, rather than her contributions or achievements. While this thesis
does not serve to make the argument that beauty is bad, these messages depict a onedimensional
female archetype that not only becomes problematic for the modern woman, but
becomes an increasingly negative presence for young, developing women.
The focus of this thesis is to research and explore how this stereotype of women is still
2
present and routinely used in today’s editorial and advertising market, and to challenge its
prevalence through the creation of a campaign of conceptual illustrations depicting and
empowering notable women for their ideas and influence towards social change.
The images created for this thesis will use modern notions of beauty and fashion to turn
the media’s message on its head and to create dynamic interactivity between a woman’s
strength of character, experience, and ingenuity as a platform for discussion about how we
interpret and place value on our society’s female citizens.
Publisher:
Atlanta, Ga. : Savannah College of Art and Design
Date:
2014-05
Format:
PDF : 37 p. : ill