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Chapter 1 Understanding Advertising 1

Introduction 1

Part Ⅰ Understanding Advertising 2

Passage 1 History of Advertising in the United States 2

Passage 2 Perspectives of Advertising 12

Part Ⅱ Approaches of Advertising:Semiotic and Content Analysis 19

Passage 3 Myth Today 20

Passage 4 Rhetoric of the Image 30

Passage 5 Content Analysis 35

Chapter 2 Body and Power 44

Introduction 44

Part Ⅰ Gender,Body,Self 45

Passage 1 Gendered Bodies 45

Passage 2 The Construction of the Body 52

Passage 3 The Reification and Commodification of the Body 60

Part Ⅱ Critiquing and Resisting Gendered Body 67

Passage 4 Body and Power 67

Passage 5 Power,Knowledge,Body 69

Passage 6 From Victims to Agents 72

Chapter 3 Representing the Racial Other 77

Introduction 77

Part Ⅰ The Stereotyped Black Body 78

Passage 1 Stereotypes of African Americans in the United States 78

Passage 2 Advertising to the Black Audience 81

Part Ⅱ Critiquing Stereotypes of African Americans 85

Passage 3 Colonial Discourse and the Construction of the Other 85

Passage 4 The Myth of Race and the Black Bestial Sexuality 87

Passage 5 The Fact of Blackness 91

Part Ⅲ Otherizing Foreigners and Foreign Land 94

Passage 6 Feminizing the Other and the Colonial Gaze in American Advertising 94

Passage 7 The Meaning of Colonial Gaze 98

Chapter 4 Marketing Youth Culture 102

Introduction 102

Part Ⅰ The Meaning of Fashion 103

Passage 1 Fashion as a Social Code 103

Passage 2 Fashion and Identity 109

Part Ⅱ Branding and Culture 115

Passage 3 Advertising and Brand Equity 115

Passage 4 Branding with Culture 120

Part Ⅲ Fashioning and Branding Youth Culture 130

Passage 5 Youth Subculture,Style and Self 130

Passage 6 Branding with Youth Culture 134

Chapter 5 Consumption,Globalization and Multicultural Advertising 144

Introduction 144

Part Ⅰ Consumption and Multicultural Representation 145

Passage 1 Consumption and the Sign Value of Goods 145

Passage 2 Sexuality for Sale 152

Part Ⅱ Globalization,Localization and Advertising 160

Passage 3 Cultural Globalization 160

Passage 4 Global Brands and Global Advertising 167

Passage 5 Global Advertising and Cultural Differences 171

Chapter 6 Selling Nature 175

Introduction 175

Part Ⅰ From Domination to Protection of Nature 176

Passage 1 Capitalism,Technology and Nature 176

Passage 2 Ecofeminism:A General Introduction 182

Part Ⅱ Advertising and the Commercialization of Nature 196

Passage 3 The Myth of the Pastoral:Paradise Lost 196

Passage 4 Media Representation and Cultural Conceptions of Nature 202

Appendix 214