This volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled “Historicize This!,” includes work dealing with historicized analyses of advertising, ranging from more than a century of stereotypes about black women to early twentieth-century white women purchasing automobiles, all contextualized with women’s complex relations with technologies from cars to Twitter. The second section, “Advertising Body Politics,” groups work on topics related to body politics in advertising, including lesbians, disabled women, aging women, and Chinese “promotion girls.” The third section, “Media Reps,” revisits advertising representation in novel ways from operational definitions of race and advertising news about gay men to advertising twenty-first-century masculinities in Ghana and the United States. The last section, “Reproduction and Postfeminist Empowerment,” ends the book with a selection of case studies on the advertising industry’s cooptation and commodification of feminism, particularly in regressive postfeminist ideologies about women’s reproductive health and mothering.
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About the Author
Kim Golombisky is associate professor and graduate director in the Department of Women's and Gender Studies at the University of South Florida.
Table of ContentsPart I: HISTORICIZE THIS!
Chapter 1: An Introduction to Some Big Ideas for Critical Feminist Advertising Studies
Chapter 2: From Aunt Jemima to Beyoncé: Twitter, Consumer Agency, and the Transformation of the Black Female Image in Advertising
Patricia G. Davis
Chapter 3: Black Women’s Hair Politics in Advertising
Natalie A. Mitchell and Angelica Morris4
Chapter 4: Driving Her to Distraction: Women, Modernity, and the Disciplinary Discourse of 1920s Automobile Advertising
Roseann M. Mandziuk
Part II: ADVERTISING BODY POLITICS
Chapter 5: Lesbian Consumers and the Myth of an LGBT Consumer Market
Gillian W. Oakenfull
Chapter 6: Women who Experience Depression Interpret Advertising Representations of Women with Depression: A Feminist Disability Studies Perspective
Chapter 7: Middle-Aged Women, Antiaging Advertising, and an Accidental Politics of the Unmarked
Chapter 8: Corporeal Commodification: Chinese Women’s Bodies as Advertisements
Carol M. Liebler, Li Chen, and Anqi Peng
Part III: MEDIA REPS
Chapter 9: Representations of Race/Ethnicity, Gender, Class, and Power in 1,084 Prime-time TV Commercials from 2005
Janie Marie Collins
Chapter 10: The Modern Man in Ghanaian Radio Adverts: A Reproduction of or a Challenge to Traditional Gender Practices?
Chapter 11: Woman as Product Stand-In: Branding Straight Metrosexuality in Men’s Magazine Fashion Advertising
Jennifer Ford Stamps and Kim Golombisky
Chapter 12: Beyond the Fringe? Market Desirability and Alternative Sexuality in Advertising News
Angela T. Ragusa
Part IV: REPRODUCTION AND POSTFEMINIST EMPOWERMENT
Chapter 13: We’re Way “Beyond Birth Control”: Women’s Reproductive Health, Gendered Consumption, and Direct-to-Consumer Advertising
Chapter 14: “Thank You, Mom”: Mothers, Olympic Athletes, and Proctor & Gamble’s Global Brand
Dunja Antunovic and Michelle Rodino-Colocino
Chapter 15: The Limits of Women’s Environmentalism in Seventh Generation’s Digital Advertising