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 This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising.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 womens 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.
Recenzijos
Golombisky and Kreshel provide an original and much-needed feminist exploration of the multiple ways women have engaged advertising, both as workers within the industry and as targeted consumers. The authors in this anthology tackle the historical and contemporary workplace culture in advertisings creative departments, as well as how women audiences make sense of advertisings messagesboth areas that have long needed the kind of comprehensive and theoretically-informed approach this book provides. In doing so, they address a broad range of issues affecting women and the advertising industry, including ethics, intersectionality, commodity feminism, women of color as audiences, the sexism within the gendered silos that are the creative departments, and feminist education for advertising students. The book is a must-read for advertising students, instructors, and professionalsanyone in or thinking of entering the advertising industryas well as anyone trying to make sense of the industrys messages for or about women. -- Marian Meyers, Georgia State University This is a timely piece that makes novel theoretical connections at the intersection of advertising, gender, identity, and feminisms. What I really like about this book are the ways in which authors also offer specific practical recommendations for how to do better advertising. Taken together, the authors create a space for scholars and practitioners alike to play around with the gendered tensions that surface in the work of advertising and realize that the click moment is now. -- Suzy D'Enbeau, Kent State University
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: Dont You Love Being a Woman? Advertising, Empowerment, and the
Womens 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: Whats Wrong, You Cant Take a Joke? Advertisers Defenses of
Images of Violence against Women in Their Ads, 19791989
Juliet Dee
Chapter 7: Exceptional Exemplars: Practitioners Perspectives on Ads that
Communicate Effectively with Women and Men
Kasey Windels
Chapter 8: The Creative Career Dilemma: No Wonder Ad Women Are Mad Women
Karen L. Mallia
Chapter 9: Exporting Gender Bias: Anglo-American Echoes in Swedish
Advertising Creative Departments
Jean M. Grow
Part 3: Decoding: Feminist Analyses of Intersectional Advertising Audiences
Chapter 10: Engaging in Consumer Citizenship: Latina Audiences and
Advertising in Womens Ethnic Magazines
Jillian M. Bįez
Chapter 11: You Get a Very Conflicting View: Postfeminism, Contradiction,
and Women of Colors Responses to Representations of Women in
Advertisements
Leandra H. Hernįndez
Chapter 12: Social Exclusion and Gay Consumers Boycott and Buycott Decisions
Wanhsiu Sunny Tsai and Xiaoqi Han
Part 4: Professional Development: Historiography and Biography
Chapter 13: The Curious Story of Home Economics Contribution to Womens
Careers in Advertising, 1940s to 1960s
Kimberly Wilmot Voss
Chapter 14: A Womans Place: Career Success and Early Twentieth Century
Womens Advertising Clubs
Jeanie E. Wills
Chapter 15: Closing Arguments: A Feminist Education for Advertising Students
Kim Golombisky
About the Editors and Contributors
Kim Golombisky is associate professor and graduate director in the Department of Womens and Gender Studies at the University of South Florida.
Peggy J. Kreshel is associate professor of advertising at the Grady College of Journalism and Mass Communication and affiliate faculty member of the Institute for Womens Studies at the University of Georgia.
