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Gendered Bodies: representations of femininity and masculinity in advertising practices

Stevens, Lorna M. R. and Ostberg, Jacob (2011) Gendered Bodies: representations of femininity and masculinity in advertising practices. In: Marketing Management: A Cultural Perspective. Routledge, London, pp. 392-407. ISBN 978-0-415-60682-0 (hbk); 978-0-415-60683-7 (pbk) [Book section]

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This chapter shows the differences between a common, taken-for-granted understanding of gendered representations in advertising, and a cultural perspective, which takes the culturally and socially constructed nature of gender into consideration. The chapter demonstrates that marketing managers may take one of four approaches in relation to their advertising strategies. These the authors define as traditional/complacent, traditional/subversive, cultural/complacent or cultural/subversive. These various positions are illustrated with examples from contemporary advertising campaigns. By sensitizing managers to wider macro issues, it is argued that more informed choices can be made about whether to sustain the status quo of conventional gendered representations (the complacent strategy) or whether to challenge these traditional representations and thereby offer something new instead (the subversive strategy).

Item Type:Book section
Faculties and Schools:Ulster Business School > Department of International Business
Ulster Business School
ID Code:22991
Deposited By: Dr Lorna Stevens
Deposited On:17 Aug 2012 08:21
Last Modified:17 Oct 2017 16:04

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