Full Description
Women and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women's movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and intersectional gender in the advertising academy as well as the advertising industry.
Contents
Acknowledgments
Part 1: Histories of Feminists, Feminisms, and Advertising
Chapter 1: Introductory Remarks on the Advertising Business and a Community of Feminist Scholars Making Advertising Their Business
Peggy Kreshel
Chapter 2: Women versus Brands: Sexist Advertising and Gender Stereotypes Motivate Transgenerational Feminist Critique
Jacqueline Lambiase, Carolyn Bronstein, and Catherine A. Coleman
Chapter 3: The Entangled Politics of Feminists, Feminism, Advertising, and Beauty: A Historical Perspective
Dara Persis Murray
Chapter 4: "Don't You Love Being a Woman?" Advertising, Empowerment, and the Women's Movement
Ann Marie Nicolosi
Part 2: Encoding: Feminist Critiques of Advertising Professionals and Practices
Chapter 5: Black Women and Advertising Ethics: A Womanist Perspective
Joanna L. Jenkins
Chapter 6: "What's Wrong, You Can't Take a Joke?" Advertisers' Defenses of Images of Violence against Women in Their Ads, 1979-1989
Juliet Dee
Chapter 7: Exceptional Exemplars: Practitioner
