Hetsroni Amir

Advertising and Reality - A Global Study of Representation and Content Hetsroni Amir

Brief Description: "An extensive study of the ways in which we are represented in advertising. Leading scholars from different countries, who specialise in marketing communication and media studies, review and analyse different forms of advertising and give a truly cross-cultural view of the issues at hand. This edited collection contains a wide-ranging discussion of advertising's relationship to sexuality, violence, family activities, gender roles, vocations, minorities' roles, periodical reconstruction and more." --From back cover. Marc Notes: Includes bibliographical references and index.; An extensive study of the ways in which we are represented in advertising. Leading scholars from different countries, who specialise in marketing communication and media studies, review and analyse different forms of advertising and give a truly cross-cultural view of the issues at hand. This edited collection contains a wide-ranging discussion of advertising's relationship to sexuality, violence, family activities, gender roles, vocations, minorities' roles, periodical reconstruction and more. --From back cover. Brief Description: Provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide. Table of Contents: 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 Hetsroni4. Between Real and Pseudo Real in Japanese and American Television Advertising - Michael Maynard5. God, Religion and Advertising: A Hard Sell - Yoel Cohen6. Arab and Western Images in Middle East Satellite Television Advertising - Shaheed Nick Mohammed7. 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 Simcock9. Ethnically Targeted Advertising and Social Meaning: An Analysis of Representation in Spanish Language Advertising - Christopher Chavez, Meghan Moran and Sandra Ball-Rokeach10. 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 Truett12. 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 Thomas13. Objectionable Content on Mainstream Advertising: How much Sex and Violence do TV Commercials Actually Carry and What Does the Public Think of That? - Amir Hetsroni14. International Clothing, Accessories and Dress Codes: Women's wardrobe from Spain, Portugal and China - Paloma Diaz Soloaga and Natalia Quintas Froufe About the Contributors" Review Citations:

Choice 05/01/2013 (EAN 9781441170002, Hardcover)

Choice 05/01/2013 (EAN 9781441191946, Paperback)

Contributor Bio:  Hetsroni, Amir 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.