广告文化选读
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￥ 3.72 2.1折 ￥ 18 全新
库存4件
广东广州
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作者丁少彦 编
出版社武汉大学出版社
ISBN9787307091634
出版时间2011-10
装帧平装
开本16开
定价18元
货号1200132247
上书时间2024-06-22
商品详情
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目录
Chapter 1 Understanding Advertising
Introduction
Part Ⅰ Understanding Advertising
Passage 1 History of Advertising in the United States
Passage 2 Perspectives of Advertisin9
Part Ⅱ Approaches of Advertising Semiotic and Content Ana1ysis
Passage 3 Myth Today
Passage 4 Rhetoric of the Image
Passage 5 Content Ana1ysis
Chapter 2 Body and Power
Introduction
Part Ⅰ Gender, Body, Se1f
Passage 1 Gendered Bodies
Passage 2 The Construction of the Body
Passage 3 The Reification and Commodification of the Body
Part Ⅱ Critiquing and Resisting Gendered Body
Passage 4 Body and Power
Passage 5 Power，Know1edge，Body
Passage 6 From Victims to Agents
Chapter 3 Representing the Racia1 Other
Introduction
Part Ⅰ The Stereotyped B1ack Body
Passage 1 Stereotypes of African Americans inthe United States
Passage 2 Advertising to the B1ack Audience
Part Ⅱ Critiquing Stereotypes of African Americans
Passage 3 Co1onial Discourse and the Construction of the Other
Passage 4 The Myth of Race and the B1ack Bestia1 Sexua1ity
Passage 5 The Fact of B1ackness
Part Ⅲ Otherizing Foreigriers and Foreign 1and
Passage 6 Feminizing the Other and the Co1onia1 Gaze in American Advertising
Passage 7 The Meaning of Co1onia1 Gaze
Chapter 4 Marketing Youth Cu1ture Introduction
Part Ⅰ The Meaning of Fashion
Passage 1 Fashion as a Socia1 Code
Passage 2 Fashion and Identity
Part Ⅱ Branding and Cu1ture
Passage 3 Advertising and Brand Equity
Passage 4 Branding with Cu1ture
Part Ⅲ Fashioning and Branding Youth Cu1ture
Passage 5 Youth Subcu1tureSty1e and Se1f
Passage 6 Branding with Youth Culture
Chapter 5 Consumption, Globalization and Multicultural Advertising
Introduction
Part Ⅰ Consumption and Multicultural Representation
Passage 1 Consumption and the Sign Value of Goods
Passage 2 Sexuality for Sale
Part Ⅱ Globalization, Localization and Advertising
Passage 3 Cultural Globalization
Passage 4 Global Brands and Global Advertising
Passage 5 Global Advertising and Cultural Differences
Chapter 6 Selling Nature
Introduction
Part Ⅰ From Domination to Protection of Nature
Passage 1 Capitalism, Technology and Nature
Passage 2 Ecofeminism: A General Introduction
Part Ⅱ Advertising and the Commercialization of Nature
Passage 3 The Myth of the Pastoral: Paradise Lost
Passage 4 Media Representation and Cultural Conceptions of Nature
Appendix
内容摘要
《广告文化选读》从文化研究角度出发编写材料，围绕性别身份、种族再现、青年文化时尚、消费与全球广告、广告绿色营销等专题组织内容。具体地说，《广告文化选读》由六个专题部分组成：第一部分介绍广告的历史和定义及常用广告研究方法；第二部分批评广告中的身体再现及变化中的广告身体形象；第三部分批评美国广告对黑人族裔和美国以外的文化的他者化再现；第四部分介绍时尚、品牌的文化意义，及青年品牌时尚的文化精神；第五部分内容为消费社会和多元文化以为其他专业的学生提供必要的相关专业知识。
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