Good girls go to heaven, bad girls go everywhere—advertising under suspicion
2001; Elsevier BV; Volume: 29; Issue: 4-5 Linguagem: Inglês
10.1016/s0304-422x(01)00034-1
ISSN1872-7514
Autores Tópico(s)Gender, Feminism, and Media
ResumoIn the mid 1950s Vance Packard (Packard, V., 1957. The hidden persuaders. David McKay, New York) seemed to give a final proof of a public secret! Advertising is a hidden persuader! Even though most of Packard's fears had since the 1980s at the latest given way to a general high polished aesthetics, till today advertising remains in a very specific way under suspicion. It is argued that advertising is a product of contesting forces within the advertising system. A number of these forces are considered with respect to both the production and the reception side of advertising. On the production side any given advertisement in the end is a ”temporary truce”, as Jib Fowles (Fowles, J., 1996. Advertising and popular culture. Sage, Thousand Oaks, CA) formulated it. On the reception side, however, the conflict between suspicion and fascination constitutes an energetic source for advertising's role in modern societies.
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