Women, Advertising and Representation: Beyond Familiar Paradigms (Abel, deBruin, Nowak)

Quantity in Basket:none Code: 978-1-57273-928-4 Price:$27.50 Title: Women, Advertising and Representation Sub-title: Beyond Familiar Paradigms Editor(s): Sue Abel, Marjan deBruin and Anita Nowak Publish Date: October 2009 Pages: 264 Format: Paper

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This book takes the reader through an amazing selection of studies--across media formats and cultures; spread over continents. It shows how often "ritual degradations" in the pervasive advertising we are exposed to subtly but also explicitly suggest fashionable notions of masculinity and femininity--often crossing the grey area between the erotic and the pornographic. The texts that this book looks at can be found in individual and traditional advertising, in global advertising campaigns, in commonplace communication such as promotional flyers for bars, or on simple promotional merchandise sites on the Web. The book goes beyond the familiar paradigms of writing about women in advertising. All authors try to delve deeper than the first layer of images and suggestions. Seasoned academics as well as emerging scholars question what these representations may mean--and what we take for granted in the nature and quality of gender relations. They try to unearth the thinking and worldviews behind what we see, and look at the hierarchies presented as the norm in local and global advertising, speculating on the real interactions between class, race, and age in these representations. In this fascinating range of studies the editors examined a spectrum of realities--rural and urban, fashion and commodities, global icons and local expressions, from Japan to Canada, from Indonesia to Turkey, from the United States to rural India and Singapore. Contents: Introduction. Contextualizing Women/Advertising/Representation, Sue Abel, Marjan deBruin, and Anita Nowak. Sex, Sameness, and Desire: Thoughts on Versace and the Clone, Isabell Loring Wallace. A (Bad) Habit of Thinking: Challenging and Changing the Pornographic Worldview, Jane Caputi. Lara Croft in Ads, Birgit Pretzsch. Naturalizing Gender: Watered-Down Women and Grounded Men in Japanese TV Commercials, Todd Joseph Miles Holden. Negotiating Gaijin Beauty: Japanese Women Read Western Models in Japanese Advertising, Fabienne Darling-Wolf. Nimble Hands Weaving Culture: Representation and Sale of Turkish Carpets Over the Internet, Damla Isik. Was There Really a Crisis? Females Images in the Recontextualization of Political Issues in Indonesian Television Advertisements, Wiwik Sushartami. Television Commercials and Rural Women in India: Reaching the Unreached, Ila Patel. Reading the "Plus-Size" Woman in Mode Magazine, Anita Nowak. Kellogg's and Virginia Slims Offer Only a "Wink" to Women While New Advertising Campaigns Dare to Enter the Sign of Feminism, Vickie Rutledge Shields and Dawn Heinecken. Ladies Night: Bar Flyers as a Technology of Heteronormative Construction of Gender, Aurelie LeBrun. Biographies. Author Index. Subject Index.