The Mythology of Teenage Femininity in Fashion and Beauty Advertisements in the Teen Magazine "Candy": A Semiotic Analysis

Abstract

This study searches for the ideologies about femininity that is incorporated in the advertisements. This paper studies advertisements posted in the teen magazine Candy, since it is the leading teen magazine in the Philippines, according to the survey by Synovate. The first chapter of this paper identifies the problem and the objectives of this study, as well as its importance and its scope. Also in this chapter are some of the related studies conducted about tire about the subject. The framework of the study, which is Barthes' semiotics and mythology, is discussed. The second chapter tackles about the general characteristics of the teenagers who were the target reader/consumer of Candy and the advertisements in it. The characteristics of the teenagers being discussed refers to the general character of people in that stage of development. The third chapter of this study is devoted in describing, discussing and analyzing Candy magazine and the chosen advertisements which were Guess, RRJ and Jergens. The last chapter of this paper is the summing up of all the ideologies and myths of the advertisements that were uncovered in the previous chapter.