Feminist Perspectives on Advertising : What's the Big Idea?

Cover -- Feminist Perspectives on Advertising -- Feminist Perspectives on Advertising: What's the Big Idea? -- Copyright page -- Contents -- Acknowledgments -- Foreword -- Historicize This! -- Chapter 1 -- An Introduction to Some Big Ideas for Critical Feminist Advertising Studies -- Preview of Chapters -- References -- Chapter 2 -- From Aunt Jemima to Beyoncé -- Unruly Bodies: The Discursive Contours of Black Women's Brand Representation -- Technology, Consumer Agency, and Black Women's Images in the Contemporary Era -- Conclusion -- Notes -- References -- Chapter 3 -- Black Women's Hair Politics in Advertising -- Black Feminist Thought -- Black Hair Care Advertising Research -- Disciplinary Perspectives on U.S. Black Women's Hair Politics -- The Intersection of Advertising and Black Hair Politics -- Conclusion -- References -- Chapter 4 -- Driving Her to Distraction -- Modernity, Mobility, and Women's Desires -- Discourse Analysis and Popular Magazines -- Driving, Distractions, and Desires -- Disciplinary Distractions and Paradoxical Promises -- References -- Advertising Body Politics -- Chapter 5 -- Lesbian Consumers and the Myth of an LGBT Consumer Market -- Separating the Movement From the Market -- The Realities of the Dream Market -- Tapping Into the Lesbian Identity and Experience in the Marketplace -- Kicking Glass for Lesbian Visibility in the Marketplace -- References -- Chapter 6 -- Women Who Experience Depression Interpret Advertising Representations of Women with Depression -- Feminist Disability Studies -- Depression Advertising -- Mind and Rethink Charities: "Get Well Soon Card" -- Wellbutrin XL: "I'm Ready to Experience Life" -- Samhsa and the Ad Council: "Help Support a Friend" -- Conclusion -- References -- Chapter 7 -- Middle-Aged Women, Antiaging Advertising, and an Accidental Politics of the Unmarked.

Middle-Aged Women as Stereotyped or Absent -- Politics of In/visibility -- The Special Operations of Antiaging Messages -- I Can't Believe My Eyes -- An Accidental Politics of the Unmarked -- References -- Chapter 8 -- Corporeal Commodification -- ChinesE Femininity -- Meinu Jingji: Beauty as Capital -- Women in Contemporary Chinese Advertising -- Displaying Women for Public Consumption -- A Feminist Ethnography -- Macau: High Stakes and High Heels -- Chinajoy, Where "Booth Babes" Abound -- The Embodied Labor of Corporeal Commodification -- Conclusion -- Notes -- References -- Media Reps -- Chapter 9 -- Representations of Race/Ethnicity, Gender, Class, and Power in 1,084 Prime-time TV Commercials from 2005 -- In Conversation With Other Studies -- (Problems With) Operational Definitions -- Hypotheses -- The Study -- Results -- Discussion -- Representing -- Note -- References -- Chapter 10 -- The Modern Man in Ghanaian Radio Adverts -- Men and Masculinities in the GhanAian Sociocultural Context -- Poststructuralism, Feminism, and Men and Masculinites in Ghana -- The Study Details -- Representations of Modern Man -- Summary and Conclusions -- References -- Chapter 11 -- Woman as Product Stand-In -- Literature -- The Study -- The Exemplar Ads and Message Formulation -- Rhetorical Function: Gendering Brand and Branding Gender -- Evaluation and Legitimacy: Messages About Men, Women, Gender, and Sex -- Conclusion -- Notes -- References -- Chapter 12 -- Beyond the Fringe? -- The Sociohistorical Construction of Sexuality -- Methodological Framework of the Study -- The Study: Finding and Analyzing Advertising News in the Times -- Interpretations: A Sociological Discursive Analysis of Advertising News -- Reconceptualizing Gender and Sexuality in Advertising News Media -- References -- Reproduction and Postfeminist Empowerment -- Chapter 13.

We're Way "Beyond Birth Control" -- Postfeminism and Contemporary Gendered Media -- The Historical Roots of Contemporary Contraceptive Advertising -- Marketing on the Small Screen: U.S. Direct-to-Consumer Advertising -- Reading Bayer's Beyond Birth Control Campaign -- Representing Birth Control as Modern Fashion "Must-Have" -- Postfeminism at Work: The Limits of Feminist Rhetoric and the Politics of Choice -- Pulling Back the Covers: The Underside of Mediated Sex -- References -- Chapter 14 -- "Thank You, Mom" -- Going for the Tears -- Postfeminist and Transnational Feminist Contexts -- Our Process -- Analysis -- Conclusion -- References -- Chapter 15 -- The Limits of Women's Environmentalism in Seventh Generation's Digital Advertising -- Seventh Generation's Corporate Responsibility -- Intersections of Gender and Environment -- Frames and Tropes -- Seventh Generation's Digital Discourse -- Propagating Tropes -- Moving Beyond Static Tropes -- Notes -- References -- Index -- About the Contributors.

This edited collection critiques postfeminist advertising through the lenses of gender, race, ethnicity, sexuality, disability, age, class, and nationality. The authors represent a variety of feminisms, including Black, disabled, lesbian, transnational, and more.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.