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Edited Book No access
Utopian Images and Narratives in Advertising
Dreams for Sale
Editors:
| |
Publisher:
2012
Summary
The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers’ desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale.
Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which gather a host of academicians from a wide variety of disciplines including sociology, psychology, literature, fine arts, history, religious studies, communication, and media studies. Through their expansive disciplinary expertise, the contributors bring unique insights to the analysis of the advertising page. The collection’s cross-disciplinary investigation also examines gender images and narratives which, in the advertising page, are frequently associated with utopian fantasies. The analyses offered in Utopian Images and Narratives in Advertising will appeal to any scholar or student engaged in mass media, communication, and the effect of advertising and consumerism on individuals and cultures.
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Bibliographic data
Copyright year
2012
ISBN-Print
978-0-7391-7326-8
ISBN-Online
978-0-7391-7327-5
Publisher
Lexington, Lanham
Language
English
Pages
290
Product type
Edited Book
Table of contents
ChapterPages
Contents No access
Introduction: Probing Madison Avenue’s Utopian Images and Narratives No access Pages 1 - 6
The Portrayal of Utopian Spaces in Magazine Advertisements No access Pages 7 - 30
Water, the All-Purpose Utopia No access Pages 31 - 46
Women and Children in a Fragile Paradise No access Pages 47 - 68
Welcome (Back) to the Brotherhood: Nostalgia, Masculinity, and the Selling of the Mitchum Man No access Pages 69 - 78
Absolute Utopia: Advertising the American Dream “In an Absolut World” No access Pages 79 - 88
Utopia on the Common Ground: Norman Rockwell’s Breaking Home Ties No access Pages 89 - 98
Utopian Images and Gender in Web-Based Advertisements: A View from the Starting Line No access Pages 99 - 110
Jungian Archetypes in Advertising Imagery No access Pages 111 - 140
Selling the Good Old Days: Images of Community Life in Contemporary American Advertising No access Pages 141 - 152
Masculine and Feminine Images in Italian Magazine Advertising No access Pages 153 - 192
Black Face—White Utopia: Reflections on African-Americans, Utopia, and Advertising No access Pages 193 - 212
Utopian Scenarios in Hispanic Advertisements: People en Español No access Pages 213 - 228
Advertising, Neoliberalism, and the Financial Collapse of 2008 No access Pages 229 - 250
Living in Worlds We’d Like to Live In: Capitalist Utopias in an Age of Counterfactuality No access Pages 251 - 260
The Four Women of the Apocalypse: Utopia or Dystopia? No access Pages 261 - 282
