Culture and the ad : exploring otherness in the world of advertising
著者
書誌事項
Culture and the ad : exploring otherness in the world of advertising
（Institutional structures of feeling）
Westview Press, c1994
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
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ISBN 9780813321967
内容説明
Written for both the student and the general reader, this book provides the tools for an interpretation and understanding in historical perspective of how the American advertising industry portrays anyone other than the White American mainstream in its print media. Blacks, Asians, women, Native Americans and tourists have all become known as "the other", and the author argues that these representations provide models for relationships between the advertiser's audience and "the other" in real life. The most frequently-depicted qualities of such relationships are hierarchy, dominance and subordination.
目次
- Analyzing social ideology in advertisements
- instructions in representing others
- representations of others - advertisements in the 1929 "National Geographic Magazine", contemporary print advertisements
- audience responses - the photographs of tourists
- an exposition of 20th-century print advertisements - depictions of African Americans
- unexpected audiences - American and Japanese representations of one another
- the future.
- 巻冊次
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: pbk ISBN 9780813321974
内容説明
If, through the years, American advertising has offered a clean and simple approach to getting out the word on new products or services, it has also made a complex, disturbing, and fascinating statement about American ideals and ideologies. This book, accessible to all readers, provides the necessary tools to interpret and understand in historical perspective how the American advertising industry portrays anyone other than the white American mainstreamAfrican Americans, women, Native Americans, tourists of many nationalities, all of whom have come to be known as the otherin its print media. With more than one hundred carefully selected illustrations, Professor OBarr takes us on an enlightening excursion from two early American travel manuals (which so subtly and perhaps even unconsciously delineated a hegemonic ideology to the amateur American tourist-photographer), to advertisements in the 1929 National Geographic magazine, to Dennis ORourkes disturbing 1987 film Cannibal Tours, to images of blackness across the twentieth century, and on to the representation of the Japanese (and, conversely, their representation of white Americans) in contemporary times.
Though the author writes in a witty and readable style for the student and general reader, the argument he develops is one of profound seriousness: that the representation of foreigners and other categories of outsiders who appear in advertisements provides paradigms for relations between members of advertisings intended audience and those defined as outside of it. These paradigms constitute an ideological guide for relationsof hierarchy, dominance, and subordinationbetween self and others, between us and them.
目次
* Analyzing Social Ideology in Advertisements * Instructions in Representing Others * Representations of Others, Part 1: Advertisements in the 1929 National Geographic Magazine * Representations of Others, Part 2: Contemporary Print Advertisements * Audience Responses: The Photographs of Tourists * An Exposition of Twentieth-Century Print Advertisements: Depictions of African Americans * Unexpected Audiences: American and Japanese Representations of One Another * The Future
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