Advertising and Reality: A Global Study of Representation and Content

by Amir Hetsroni (Editor)

Overview

Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more.

This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.

Product Details

ISBN-13:	9781441191946
Publisher:	Bloomsbury Academic
Publication date:	08/16/2012
Pages:	272
Product dimensions:	6.00(w) x 8.90(h) x 0.70(d)

About the Author

Amir Hetsroni is an associate professor in the school of communication at Ariel University Center, Israel. A study published in 2008 in the Journal of Advertising listed Dr. Hetsroni among the one-hundred most prolific authors in advertising scholarly journals over the last decade.

Table of Contents

Introduction
Section I: Views, Times and Places
1. Mass Moralizing - Phil Hopkins 2. The Disintegration of the Box: Narrativity, Performance and Translation in Television Commercials - Dror Abend-Davidbr 3. Values in Israeli Advertising: A Decade-Long Observation - Amir Hetsroni4. Between Real and Pseudo Real in Japanese and American Television Advertising - Michael Maynard5. God, Religion and Advertising: A Hard Sell - Yoel Cohen6. Arab and Western Images in Middle East Satellite Television Advertising - Shaheed Nick Mohammed7. Nostalgia: Reflections on Periodical Representations in Advertising - Amir Hetsroni
Section II: Demography
8. Seeing ourselves as the Adman Sees us? The Representation and Portrayal of Older People in Advertising - Peter Simcock9. Ethnically Targeted Advertising and Social Meaning: An Analysis of Representation in Spanish Language Advertising - Christopher Chávez, Meghan Moran and Sandra Ball-Rokeach10. Celebrity Advertising: The Asian Perspective - Wei-Na Lee and Sejung Marina Choi
Section III: Gender
11. Masculinity and Femininity in Advertising - Narissra Maria Punyanunt-Carter, Daniel Linden and Kent Truett12. Sex sells, but to whom and at what price? Sexual images of African American and Caucasian women in magazine advertising - Linda Godbold Kean and Shekinah Thomas13. Objectionable Content on Mainstream Advertising: How much Sex and Violence do TV Commercials Actually Carry and What Does the Public Think of That? - Amir Hetsroni14. International Clothing, Accessories and Dress Codes: Women's wardrobe from Spain, Portugal and China - Paloma Díaz Soloaga and Natalia Quintas Froufe
About the Contributors

Editorial Reviews

[Advertising and Reality] is extremely profound and should be well-received by its readers.
CHOICE

As one who has been in the business as well as a teacher, I believe this is a book for both educators and practitioners to have on their shelves. The global perspectives are valuable and the list of authors and their backgrounds helps frame the points of view expressed. Our thanks to Amir Hetsroni for compiling this resource.
International Journal of Communication

Graduate students studying advertising as well as faculty teaching the subject should find this volume of interest. Summing Up: Recommended. Graduate and research collections.

From the Publisher