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dc.contributor.advisorMislan, Cristinaeng
dc.contributor.authorHan, Joyeng
dc.date.issued2015eng
dc.date.submitted2015 Falleng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study examines the main messages presented in the "aerie Real" campaign as a case study in the uses of postfeminism to commodify the idea behind the term "real." The textual analysis of the campaign explores the uses of postfeminist discourse with a focus on the campaign's contributions to the sexualization of culture and its emphasis on individualism, choice, and empowerment of the girls and young women. Developed on a foundation of existing literature that addresses and problematizes the contemporary postfeminist media culture, this analysis implements grounded theory to look at the branding texts released through aerie's social media platforms during the initial launch of "aerie Real." Ultimately, it comments on the ways in which the campaign only serves to perpetuate the sexualization of women in underwear advertising rather than eliminate it.eng
dc.identifier.urihttps://hdl.handle.net/10355/49746
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess is limited to the campuses of the University of Missouri.eng
dc.subjectPostfeminism, advertising, aerie, underwear advertising, women, commodificationeng
dc.titleBranding "real" in the "Aerie real" campaign : the commodification of women's issues in Postfeminist advertisingeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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