The objective of this research is to study symbolic meanings of modern women in weight-loss coffee advertisements, popular drinks among Thai working women. This qualitative research had been conducted based on textual analysis of weight-loss coffee advertisements that had been broadcasted through varieties of advertising channels during 2008-2012. Research results had been found that weight-loss coffee advertisements constructed to represent many symbolic meanings including the symbolic meanings of healthy women, slender women, beautiful women, confident women, successful women and attractive women.
Moreover, advertising channel is a method to construct and reconstruct meaning and identity to control as well as dominate women. The weight-loss coffee companies try to relate between consumption and identity, for example, the company constructed symbolic meaning of confident and successful women when drinking weight-loss coffee through selecting advertising strategies. Besides that, appeals had also been parts of selecting advertising strategies, such as sex appeal, anxiety appeal, and humor appeal while usage of factual message, comparison and binary opposition as well as presenter had also been utilized.
Consequently, it is important for advertising, one of the powerful mass media, to define the symbolic and cultural meaning and construct woman image in consumer society. Unsurprisingly, women became victims of consumer culture.
Natwipa Sinsuwarn, Rajamangala University of Technology Thanyaburi, Thailand
Stream: Arts & Humanities
This paper is part of the ACAH2013 Conference Proceedings (View)
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