Undergraduate Research

Media Portrayal of Female Models’ Sexuality and Ethnicity in Fashion Advertisements

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Abstract

This study aims to examine whether sexuality and ethnicity of female models in fashion ads differ from the 1990s to the 2020s. Body objectification theory was applied to explain how fashion magazines influence body objectification and sexualization of females in U.S. culture. A total of 100fashion ads from August issues of Vogue in 1990, 2000, 2010, and 2020 were collected. Through content analysis, sexuality and ethnicity of female models in the fashion ads were analyzed. Results indicated significant increases of sexualized model images in 2000 and 2020, but a decrease of sexualized model images in 2010, compared to those in 1990. A majority of female models depicted in Vogue was predominantly white across all decades, but the ethnicity of female models was more diversified in 2020. Overall, white female models were more sexualized in the ads, indicating greater influences of sexualization on white viewers than other ethnicities.

 

Keywords: sexualization, media, advertisements

How to Cite:

Tellez, C. & Yu, U., (2024) “Media Portrayal of Female Models’ Sexuality and Ethnicity in Fashion Advertisements”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17174