Book / Female image. Movie poster

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Female image.
Movie poster

The visual research "Female Image. Film Poster" is an overview of the historical role of women,
the attitude of society towards women through the prism of cinematic posters. In the process
of analyzing visual sources, the figure of a woman acquires new semantic forms: from a person
alienated from the world, having no rights, the opportunity to realize himself, depending on the male
sex, to an independent female image, to fragmentation and leveling.

The study is based on the sociological theory of Erving Goffman, which is presented in his book "Gender Advertising".

The scientist argued that the advertising market is a kind of collection of "social archetypes".
In his opinion, in advertising products, the relationship between men and women represents
a hyper-ritualization of gender proxemics in everyday life. He went on to highlight several
clichés that illustrate the male-female relationship model.

The points highlighted by E. Goffman became the basis of visual research and helped to trace
the historical development of stereotypical attitudes towards women in the visual format of a movie poster.