Journal of Advertising articles from March 1999

Journal of Advertising archives from March 1999

I can't believe it's not Bakhtin!: literary theory, postmodern advertising, and the gender agenda.(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)(Mikhail Bakhtin)
March 22, 1999... It is no exaggeration to state that our ideas on gender are a consequence of complex interactions that are culturally and historically situated (Costa 1994). As a result, the identification of contrasts between men and women is based on...

Making the ad perfectly queer: marketing "normality" to the gay men's community?(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)
March 22, 1999... "...heterosexuality is always in the process of imitating and approximating its own phantasmatic idealization of itself - and failing" (Butler 1991, p. 21, her emphasis). The gay and lesbian population still remains largely unexplored...

Girlish images across cultures: analyzing Japanese versus U.S. 'Seventeen' magazine ads.(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)
March 22, 1999... A casual skimming of Japanese magazines targeted to teenage girls reveals many smiling faces, especially in the advertisements. A quick glance through similar U.S. magazines, however, shows fewer smiling faces. Although some of the American...

Ethnic evaluations of advertising: interaction effects of strength of ethnic identification, media placement, and degree of racial composition.(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)
March 22, 1999... Numerous advertising studies have examined audiences' attitudes towards ads of varied racial composition (i.e., ads containing all black models, all white models, or models of both races). The overwhelming majority of advertisements from...

Ethnic consumer reaction to targeted marketing: a theory of intercultural accommodation.(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)
March 22, 1999... "It's like they're kissing up to Hispanics to get your business." "They couldn't care less about Hispanic consumers." "This ad shows caring concern regarding all Americans." "It seems that they will say whatever they can to appease...

Noticing cultural differences: ad meanings created by target and non-target markets.(Gender and Multicultural Issues in Advertising: Stages on the Research Highway)
March 22, 1999... With the expanding diversity of the nation's population, target marketing has become an increasingly crucial component of marketing strategy. Socioeconomic, demographic, and technological trends have driven marketer attention toward consumer...