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.
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.
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 Hetsroni 4. Between Real and Pseudo Real in Japanese and American Television Advertising - Michael Maynard 5. God, Religion and Advertising: A Hard Sell - Yoel Cohen 6. Arab and Western Images in Middle East Satellite Television Advertising - Shaheed Nick Mohammed 7. 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 Simcock 9. Ethnically Targeted Advertising and Social Meaning: An Analysis of Representation in Spanish Language Advertising - Christopher Chavez, Meghan Moran and Sandra Ball-Rokeach 10. 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 Truett 12. 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 Thomas 13. Objectionable Content on Mainstream Advertising: How much Sex and Violence do TV Commercials Actually Carry and What Does the Public Think of That? - Amir Hetsroni 14. International Clothing, Accessories and Dress Codes: Women's wardrobe from Spain, Portugal and China - Paloma Diaz Soloaga and Natalia Quintas Froufe About the Contributors