Mujer anzuelo. Desnudar la mirada en la visión de un cuerpo inesperado

Abstract

The printed advertisements featured in contemporary women's magazines suggest an hegemonic regime of visibility that articulates the feminine around the empty signifier of "woman”. This article begins with the analysis of a non-advertising image (at least in the conventional way) that appeared in a women's magazine, which seems to explain certain aspects of the aforementioned regime. This shows an unexpected, disruptive and touching image of a woman’s body, which depicts backlighting the stereotype of women in advertising. To perform the analysis we will use the proposed analytical semiotics methodology to show their insufficient explanation, which is why we turn to an interstitial analysis or an analysis between images. Finally, we offer a hypothesis for the mutual dependence of these images. Its selection was catalyzed by the inspirational proposal by Susan Sontag who argued that image-shock and image-cliché are two aspects of the same premises.