Culture And The Ad / Edition 1

Culture And The Ad / Edition 1

by William M. O'Barr
     
 

ISBN-10: 0813321972

ISBN-13: 9780813321974

Pub. Date: 05/01/1994

Publisher: Westview Press

If, through the years, American advertising has offered a clean and simple approach to getting out the word on new products or services, it has also made a complex, disturbing, and fascinating statement about American ideals and ideologies. This book, accessible to all readers, provides the necessary tools to interpret and understand in historical perspective how

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Overview

If, through the years, American advertising has offered a clean and simple approach to getting out the word on new products or services, it has also made a complex, disturbing, and fascinating statement about American ideals and ideologies. This book, accessible to all readers, provides the necessary tools to interpret and understand in historical perspective how the American advertising industry portrays anyone other than the white American mainstream—African Americans, women, Native Americans, tourists of many nationalities, all of whom have come to be known as "the other’’—in its print media.With more than one hundred carefully selected illustrations, Professor O’Barr takes us on an enlightening excursion from two early American travel manuals (which so subtly and perhaps even unconsciously delineated a hegemonic ideology to the amateur American tourist-photographer), to advertisements in the 1929 National Geographic magazine, to Dennis O’Rourke’s disturbing 1987 film Cannibal Tours, to images of blackness across the twentieth century, and on to the representation of the Japanese (and, conversely, their representation of white Americans) in contemporary times.Though the author writes in a witty and readable style for the student and general reader, the argument he develops is one of profound seriousness: that the representation of foreigners and other categories of outsiders who appear in advertisements provides paradigms for relations between members of advertising’s intended audience and those defined as outside of it. These paradigms constitute an ideological guide for relations—of hierarchy, dominance, and subordination—between self and others, between "us” and "them.”

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Product Details

ISBN-13:
9780813321974
Publisher:
Westview Press
Publication date:
05/01/1994
Series:
Institutional Structures of Feeling Series
Edition description:
REV
Pages:
228
Product dimensions:
0.48(w) x 7.44(h) x 9.69(d)
Lexile:
1230L (what's this?)

Table of Contents

Preface
Acknowledgments
1Analyzing Social Ideology in Advertisements1
Ideology and Discourse2
Three Analytic Issues3
The Meaning of Advertisements4
Foreigners and Other Outsiders in the World of Advertising10
Outline of the Book13
2Instructions in Representing Others17
Instructions in Representing Otherness: Advertisements for Travel Photography20
Travel Photography Manuals: Explaining the Ideology of Photographic Colonialism40
Photography and Ideology: Margaret Bourke-White in Russia42
3Representations of Others, Part 1: Advertisements in the 1929 National Geographic Magazine45
A Window on Otherness: The National Geographic Magazine in 192947
The Broader Context: The State of the World in 192948
Native Americans49
South Africa53
Relationships of Westerners and Non-Westerners58
Images of the West64
4Representations of Others, Part 2: Contemporary Print Advertisements73
Americans and Foreigners73
Three Categories of Foreigners79
Some Additional Issues96
5Audience Responses: The Photographs of Tourists103
Experimental Results103
Reorienting the Study of Travel Photographs104
Other People's Travel Photographs104
Image/Relationship/Power105
Cannibal Tours105
Photographs as Evidence106
6An Exposition of Twentieth-Century Print Advertisements: Depictions of African Americans107
Bibliographic Notes108
Interpretive Notes109
A Visitor's Guide to African Americans in American Advertising: A Twentieth-Century Retrospective113
7Unexpected Audiences: American and Japanese Representations of One Another157
Shifting Images of the Japanese in American Advertising158
Images of America and the West in Contemporary Japanese Print Advertisements173
Someone Else's Dream193
8The Future199
The Return of Individually Tailored Messages200
A New Economic Order202
The Management of Minds202
Authority, Domination, and Subordination203
The Socialization of Consumers205
The Advertisers' Perspective205
Possibilities for Change206
References208
About the Book and Author209
Index210

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