{"id":613,"date":"2019-11-13T16:10:46","date_gmt":"2019-11-13T13:10:46","guid":{"rendered":"https:\/\/kostumologiya.ru\/en\/?p=613"},"modified":"2019-11-20T14:42:52","modified_gmt":"2019-11-20T11:42:52","slug":"06ivkl419","status":"publish","type":"post","link":"https:\/\/kostumologiya.ru\/en\/06ivkl419.html","title":{"rendered":"Masculinity of female images in perfume advertising"},"content":{"rendered":"<p style=\"text-align: right;\"><strong>Makarova Tat\u02b9yana L\u02b9vovna<\/strong><br \/>\nRussian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia<br \/>\nE-mail: 11suntm@gmail.com<\/p>\n<p style=\"text-align: right;\"><strong>Arkhangel\u02b9skaya Aleksandra Mikhaylovna<\/strong><br \/>\nRussian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia<br \/>\nE-mail: sasha.080197@mail.ru<\/p>\n<p style=\"text-align: justify;\"><strong>Abstract.<\/strong> A certain image has long developed in society, which was appropriated to the female representatives: tender, romantic, feminine, soft. But every year, women increasingly use elements of men&#8217;s wardrobe in their everyday and evening dresses. Thus, they move away from the stereotypical gender prejudice that a woman can look feminine not only in cute dresses and light blouses.<\/p>\n<p style=\"text-align: justify;\">The article considers the concept of masculinity, defines the purpose and subject of research, gives a brief history of the formation of fashion for the use of men&#8217;s clothing by women. A list of the most popular men&#8217;s clothing, which is now widely used in female images, is compiled, a brief information about each of them is presented.<\/p>\n<p style=\"text-align: justify;\">The article also considers masculine female images in advertising campaigns of modern perfumery brands for 2010\u20132019. Among the brands are considered as world-famous perfume brands, as well as personalized brands of Hollywood stars and ordinary mass-market brands. The collected material is analyzed and compiled into a table. Each of the masculine female images has been identified and characterized. The methods of constructing a female image in the advertising of perfume at different periods of time, the use of a particular subject of a man\u2019s wardrobe in the image and the color scheme are determined.<\/p>\n<p style=\"text-align: justify;\"><strong>Keywords:<\/strong> masculinity of the image; female image; perfume advertising; force; fashion; perfumery; sign; symbol; wardrobe items; clothes<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Makarova Tat\u02b9yana L\u02b9vovna Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia E-mail: 11suntm@gmail.com Arkhangel\u02b9skaya Aleksandra Mikhaylovna Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia E-mail: sasha.080197@mail.ru Abstract. A certain image has long developed in &hellip;<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,5],"tags":[],"class_list":["post-613","post","type-post","status-publish","format-standard","hentry","category-vol4-no4","category-article"],"_links":{"self":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/comments?post=613"}],"version-history":[{"count":2,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/613\/revisions"}],"predecessor-version":[{"id":622,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/613\/revisions\/622"}],"wp:attachment":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/media?parent=613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/categories?post=613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/tags?post=613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}