광고사진의 몸 이미지와 젠더에 대한 담론

A Discourse Study on Advertisement's Body Images and Gender

The word gender, which appears many of the long period of time in our society. Throughout this matter of gender have been the cause of ideology over the past years to in present time. As a result, the movement of feminism have been focus of many scholars and the group of feminist. However, the representation of men and women in media based on gender as a method of subject. On the other hand, media presents still face many of the gender matters, which in a variety of men and women's bodies, where we are actually get experienced as a stereotype of human being. A number of studies point out that this matter of gender is deeply appears not only our society, as well as in media. Therefore, this study examines the media and gender in terms of the representation of men and women's bodies in advertisement, iconology, and cultural phenomenon. Gender, defined as the actual matter of behavior in our society, the form of representation, and the system of media. Using men and women's bodies images in advertisement, they are associated with power relation between two genders. Insofar, they provide a regularly and necessary to use and the form of representation of object as commercial areas. Although gender is not a new form of representation method, but still useful to make a discourse in present in order to making a sex appeals. Men and women's bodies images, which advertisement often say about the discrimination between the different opposite of sex. Men as a mechanical machine and women as a sex appeal are often the use and sources for advertisement without a particular reason to present, insofar, men always on top, women in opposite situation in both our society and media. Therefore, we must realize that decrease of gap between men and women's matter of gender. And also, we need to get rid of ideology from old fashion of social and cultural aspect of views.