Jump to ContentJump to Main Navigation
An Intimate AffairWomen, Lingerie, and Sexuality$
Users without a subscription are not able to see the full content.

Jill Fields

Print publication date: 2007

Print ISBN-13: 9780520223691

Published to California Scholarship Online: March 2012

DOI: 10.1525/california/9780520223691.001.0001

Show Summary Details
Page of

PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use (for details see www.california.universitypressscholarship.com/page/535/privacy-policy-and-legal-notice).date: 14 December 2018

The Invisible Woman

The Invisible Woman

Intimate Apparel Advertising

Chapter:
(p.174) 5 The Invisible Woman
Source:
An Intimate Affair
Author(s):

Jill Fields

Publisher:
University of California Press
DOI:10.1525/california/9780520223691.003.0006

This chapter studies the images and readers of fifty years' worth of intimate apparel advertisements. It states that feminist film theorists have shown that female spectatorship can lead to a dual position for women as subjects and objects of a male gaze. This means that women wear dresses and adopt a “to-be-looked-at” manner in order to conform to conventional femininity. It introduces the “danger” of provoking homoeroticism through advertisements of intimate apparel, as well as the concept of the “invisible woman.” It then examines various related advertising themes, including narcissism and voyeurism, and the efforts to resolve the “pretty-or-practical” problem within fashion discourse.

Keywords:   intimate apparel, advertising, female spectatorship, conventional femininity, invisible woman, fashion discourse

California Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.