This volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled “Historicize This!,” includes work dealing with historicized analyses of advertising, ranging from more than a century of stereotypes about black women to early twentieth-century white women purchasing automobiles, all contextualized with women’s complex relations with technologies from cars to Twitter. The second section, “Advertising Body Politics,” groups work on topics related to body politics in advertising, including lesbians, disabled women, aging women, and Chinese “promotion girls.” The third section, “Media Reps,” revisits advertising representation in novel ways from operational definitions of race and advertising news about gay men to advertising twenty-first-century masculinities in Ghana and the United States. The last section, “Reproduction and Postfeminist Empowerment,” ends the book with a selection of case studies on the advertising industry’s cooptation and commodification of feminism, particularly in regressive postfeminist ideologies about women’s reproductive health and mothering.
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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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Part I: HISTORICIZE THIS!
Chapter 1: An Introduction to Some Big Ideas for Critical Feminist Advertising Studies
Kim Golombisky
Chapter 2: From Aunt Jemima to Beyoncé: Twitter, Consumer Agency, and the Transformation of the Black Female Image in Advertising
Patricia G. Davis
Chapter 3: Black Women’s Hair Politics in Advertising
Natalie A. Mitchell and Angelica Morris4
Chapter 4: Driving Her to Distraction: Women, Modernity, and the Disciplinary Discourse of 1920s Automobile Advertising
Roseann M. Mandziuk
Part II: ADVERTISING BODY POLITICS
Chapter 5: Lesbian Consumers and the Myth of an LGBT Consumer Market
Gillian W. Oakenfull
Chapter 6: Women who Experience Depression Interpret Advertising Representations of Women with Depression: A Feminist Disability Studies Perspective
Ella Houston
Chapter 7: Middle-Aged Women, Antiaging Advertising, and an Accidental Politics of the Unmarked
Kim Golombisky
Chapter 8: Corporeal Commodification: Chinese Women’s Bodies as Advertisements
Carol M. Liebler, Li Chen, and Anqi Peng
Part III: MEDIA REPS
Chapter 9: Representations of Race/Ethnicity, Gender, Class, and Power in 1,084 Prime-time TV Commercials from 2005
Janie Marie Collins
Chapter 10: The Modern Man in Ghanaian Radio Adverts: A Reproduction of or a Challenge to Traditional Gender Practices?
Grace Diabah
Chapter 11: Woman as Product Stand-In: Branding Straight Metrosexuality in Men’s Magazine Fashion Advertising
Jennifer Ford Stamps and Kim Golombisky
Chapter 12: Beyond the Fringe? Market Desirability and Alternative Sexuality in Advertising News
Angela T. Ragusa
Part IV: REPRODUCTION AND POSTFEMINIST EMPOWERMENT
Chapter 13: We’re Way “Beyond Birth Control”: Women’s Reproductive Health, Gendered Consumption, and Direct-to-Consumer Advertising
Whitney Peoples
Chapter 14: “Thank You, Mom”: Mothers, Olympic Athletes, and Proctor & Gamble’s Global Brand
Dunja Antunovic and Michelle Rodino-Colocino
Chapter 15: The Limits of Women’s Environmentalism in Seventh Generation’s Digital Advertising
Cara Okopny
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What does advertising really mean, beyond its obvious symbols and words? Could we train people to see advertising as a force of culture? This marvelous collection serves as a decoding machine with an intersectionalist lens—race, gender, abilities, sexualities, age—targeting one of the most powerful institutional forces in our world.
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Produktdetaljer
ISBN
9781498528320
Publisert
2018-11-29
Utgiver
Vendor
Lexington Books
Vekt
739 gr
Høyde
231 mm
Bredde
165 mm
Dybde
34 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
396
Contributions by
Redaktør
Foreword by