Signifying Process in Fashion Magazine Advertisements - Centering on Advertisements Expressing Eroticism -

The object of this study is to reach a semiotics access in a specialized magazine advertisement, by emphasizing the advertisement, which uses eroticism. The main components of eroticism are voyeurism, narcissism, fetishism, masochism, and sadism. From the results of analyzing their impact on fashion magazine advertisements, which is limited in erotic expression, 'the women's gender role ideology' is mainstream. Especially, this is joined with a 'patriarch ideology' and the 'women's role ideology' on the view of feminism. It can be expressed erotic with 'traditional women's roles', 'rebelling against tradition', and a 'leading women role on sexuality'.