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« Femmes ! Soyez coquettes ! » Bref survol publicitaire de l’image de la femme en Roumanie pendant l’entre-deux-guerres
"Women! Be beautiful!" The image of women in Romanian advertising during the interwar period

Author(s): Andreea Apostu
Subject(s): History, Cultural history, Gender history
Published by: Editura Universităţii din Bucureşti
Keywords: cultural history; advertising; interwar Romania; women’s magazines; representation;

Summary/Abstract: The flapper-girl remains, to this day, a myth- a feminine ideal of the interwar period. This paper aims to deconstruct this image by confronting it with the feminine-centered publicity of the Romanian publication “Realitatea ilustrată” during the 30s. The analysis of a wide range of advertisements and articles reveals an image of men as desiring subjects and that of women as their desired objects, as well as a mostly traditional discourse that continues to coin love, marriage and procreation as the main attributes of womanhood.

  • Issue Year: 2014
  • Issue No: 3
  • Page Range: 81-86
  • Page Count: 6
  • Language: French