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American Behavioral Scientist, Vol. 48, No. 1, 119-129 (2004)
DOI: 10.1177/0002764204267257

Reviving Lolita?

A Media Literacy Examination of Sexual Portrayals of Girls in Fashion Advertising

Debra Merskin

University of Oregon

Lolita: A name that conjures up images of preadolescent allure and perversion. The Lolita look has become a main stay not only of movies, books, and magazines but also of advertising, particularly fashion advertising. In this brief study, Galician’s model for media literacy is applied to four illustrative fashion advertisements. The sexualization of preadolescent and adolescent girls has implications for their psychological and physical well-being.

Key Words: media literacy • sexualization • fashion advertising


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