Provocateur: Images of Women and Minorities in Advertising PDF
Preview Provocateur: Images of Women and Minorities in Advertising
Provocateur_3e_LITHO.qxd 11/12/07 1:17 PM Page 1 C o Media Studies • Cultural Studies r t e s e Praise for Previous Editions Third Edition PROVOCATEUR “This volume is an excellent historical and up-to-date analysis of how advertising targets eth- nic minorities, gays, and lesbians, as well as white heterosexuals. Academic readers will find eclectic scholarship representing feminist theory, sociology of advertising, ethnic studies, dramaturgy, postmodernism, and media literacy. In addition, Cortese provides practical advice on how readers can combat their own cultural conditioning, which may be racist. An outline for evaluating advertising is also included as an appendix. These guides, along with the excellent analysis throughout, make this an outstandingly useful volume. Excellent bibli- ography and index. Essential.” —CHOICE P “A fascinating examination of an underexplored aspect of advertising and its impact on all of R our lives.” —Jean Kilbourne, creator of Killing Us Softly: Advertising’s Image of Women O V “The author takes a close look behind the scenes of contemporary culture, examining the hidden O messages and social meaning of advertising and its use of images of women and minorities.” C —Business Horizons A T “A well-researched, thoughtful examination of an aspect of advertising that is seldom dis- E cussed and would be an excellent textbook or supplemental reading for advertising, media in U society, and women and minorities in media courses.” R —Journalism & Mass Communication Quarterly T h ir “Cortese asks some very good questions, and he has a good eye for recent trends.” d E d —Ideology and Cultural Production itio n In the third edition of Provocateur, sociologist Anthony J. Cortese offers an in-depth critical analysis of modern advertising—perhaps the most powerful cultural and economic institution. Focusing on images of women and minorities, he unravels the ideologies of domination and control in contemporary commerce. The depiction of ethnic and gender relations in advertis- ing subtly colors our understanding of status arrangements and social boundaries. Connecting these images to periods of social change also highlights, in a more nuanced way, the social norms and cultural ideologies of a particular age. The third edition includes new advertise- ments and updated analyses, and Cortese concludes with policy implications for advertising. Anthony J. Cortese is professor of sociology at Southern Methodist University. Images of Women and Minorities in Advertising For orders and information please contact the publisher R Rowman & Littlefield Publishers, Inc. O W A wholly owned subsidiary of M The Rowman & Littlefield Publishing Group, Inc. ISBN-13: 978-0-7425-5538-9 A 4501 Forbes Boulevard, Suite 200 ISBN-10: 0-7425-559380-0000 N & Lanham, Maryland 20706 L 1-800-462-6420 IT 9 780742 555389 T Anthony J. Cortese www.rowmanlittlefield.com L E F IE L D PROVOCATEUR PROVOCATEUR Images of Women and Minorities in Advertising Third Edition ANTHONY J. CORTESE ROWMAN & LITTLEFIELD PUBLISHERS, INC. Lanham • Boulder • New York • Oxford ROWMAN & LITTLEFIELD PUBLISHERS, INC. Published in the United States of America by Rowman & Littlefield Publishers, Inc. Awholly owned subsidiary of The Rowman & Littlefield Publishing Group, Inc. 4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706 Eastover Road, Plymouth PL6 7PY,United Kingdom Copyright © 2008 by Rowman & Littlefield Publishers, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publisher. Library of Congress Cataloging-in-Publication Data Cortese, Anthony Joseph Paul. Provocateur : images of women and minorities in advertising / Anthony Cortese.—3rd ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-7425-5538-9 (cloth : alk. paper) ISBN-10: 0-7425-5538-0 (cloth : alk. paper) ISBN-13: 978-0-7425-5539-6 (pbk. : alk. paper) ISBN-10: 0-7425-5539-9 (pbk. : alk. paper) 1.Advertising—Social aspects. 2. Minorities in advertising. 3. Women in advertising. I. Title. HF5823.C5977 2008 659.1'042—dc22 2007032567 Printed in the United States of America ™The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI Z39.48–1984. To Amber Richelle Cortese May you grow in knowledge, discernment, compassion, and love with each day. In memory of my parents Joseph Cortese November 19, 1921–December 13, 2003 Rachel Cortese February 15, 1935–October 26, 2005 Contents Preface to the Third Edition ix 1 Representations, Multiculturalism, and Mass Media 1 2 Visual Attraction, Body Display, and Advertising 29 3 Constructed Bodies, Deconstructing Ads: Sexism in Advertising 57 4 Symbolic Racism in Advertising 91 5 Ethnic Advertising 115 6 Speed and Fragmentation: Toward Postmodern Consciousness 135 Appendix: Advertising Evaluation 157 Glossary 159 References 161 Index 171 About the Author 179 vii
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