This master’s thesis explores the representation of the female body in lingerie advertisements through a semiotic analysis in the context of postfeminism, sexualization, objectification, and inclusivity. The thesis aims to examine how visual and verbal elements in advertisements for the brands Calvin Klein and Savage X Fenty construct beauty ideals and convey meaning. While the theoretical part addresses concepts such as advertising, gender stereotypes, inclusive marketing, feminist theories, and the basics of semiotics, the empirical part applies a qualitative semiotic analysis to selected advertisements obtained from online, publicly available archives. The analysis was conducted on both the denotative and connotative levels, also taking into account composition, colour schemes, and the body and facial expressions of the models. The findings reveal that both brands use sexualization as a marketing tool. Still, with different approaches: Calvin Klein largely relies on a minimalist, often black-and-white aesthetic, predominantly reproducing Eurocentric and slim ideals, whereas Savage X Fenty incorporates a greater variety of body types, ethnic diversity, and identities, emphasising narratives of authenticity and empowerment. Despite these differences, both brands operate within a capitalist consumerist culture in which sexuality remains a commodified asset. The thesis thus seeks to contribute to a deeper understanding of the role of advertising culture in both reproducing and potentially transforming social norms surrounding femininity and body image.
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