The Construction of the Ideal Female Image in Advertising Photography

Abstract

This study employs content analysis to examine the construction of idealized female images in the field of advertising photography, with a particular focus on lingerie and menstrual care product advertisements primarily targeting female consumers. Historically, lingerie ads have emphasized the objectification, sexualization, and commodification of women, portraying them as passive objects of male desire, thereby exacerbating anxieties surrounding appearance and body image. Similarly, early menstrual product advertisements perpetuated the notion of period shame, with many women adopting attitudes of avoidance, taboo, and shyness toward this natural physiological phenomenon, reinforcing negative stereotypes about femininity. In contrast, recent lingerie advertisements showcase a wider diversity of models, prioritizing functionality and comfort over sexual appeal, while menstrual care ads increasingly emphasize authenticity and body positivity. This study seeks to determine the extent to which contemporary advertising photography continues to reinforce or challenge traditional gender roles within visual culture through the construction of the ideal female image.