Chapter 1 Understanding Advertising 1
Introduction 1
Part Ⅰ Understanding Advertising 2
Passage 1 History of Advertising in the United States 2
Passage 2 Perspectives of Advertising 12
Part Ⅱ Approaches of Advertising:Semiotic and Content Analysis 19
Passage 3 Myth Today 20
Passage 4 Rhetoric of the Image 30
Passage 5 Content Analysis 35
Chapter 2 Body and Power 44
Introduction 44
Part Ⅰ Gender,Body,Self 45
Passage 1 Gendered Bodies 45
Passage 2 The Construction of the Body 52
Passage 3 The Reification and Commodification of the Body 60
Part Ⅱ Critiquing and Resisting Gendered Body 67
Passage 4 Body and Power 67
Passage 5 Power,Knowledge,Body 69
Passage 6 From Victims to Agents 72
Chapter 3 Representing the Racial Other 77
Introduction 77
Part Ⅰ The Stereotyped Black Body 78
Passage 1 Stereotypes of African Americans in the United States 78
Passage 2 Advertising to the Black Audience 81
Part Ⅱ Critiquing Stereotypes of African Americans 85
Passage 3 Colonial Discourse and the Construction of the Other 85
Passage 4 The Myth of Race and the Black Bestial Sexuality 87
Passage 5 The Fact of Blackness 91
Part Ⅲ Otherizing Foreigners and Foreign Land 94
Passage 6 Feminizing the Other and the Colonial Gaze in American Advertising 94
Passage 7 The Meaning of Colonial Gaze 98
Chapter 4 Marketing Youth Culture 102
Introduction 102
Part Ⅰ The Meaning of Fashion 103
Passage 1 Fashion as a Social Code 103
Passage 2 Fashion and Identity 109
Part Ⅱ Branding and Culture 115
Passage 3 Advertising and Brand Equity 115
Passage 4 Branding with Culture 120
Part Ⅲ Fashioning and Branding Youth Culture 130
Passage 5 Youth Subculture,Style and Self 130
Passage 6 Branding with Youth Culture 134
Chapter 5 Consumption,Globalization and Multicultural Advertising 144
Introduction 144
Part Ⅰ Consumption and Multicultural Representation 145
Passage 1 Consumption and the Sign Value of Goods 145
Passage 2 Sexuality for Sale 152
Part Ⅱ Globalization,Localization and Advertising 160
Passage 3 Cultural Globalization 160
Passage 4 Global Brands and Global Advertising 167
Passage 5 Global Advertising and Cultural Differences 171
Chapter 6 Selling Nature 175
Introduction 175
Part Ⅰ From Domination to Protection of Nature 176
Passage 1 Capitalism,Technology and Nature 176
Passage 2 Ecofeminism:A General Introduction 182
Part Ⅱ Advertising and the Commercialization of Nature 196
Passage 3 The Myth of the Pastoral:Paradise Lost 196
Passage 4 Media Representation and Cultural Conceptions of Nature 202
Appendix 214