Utopian Images and Narratives in Advertising: Dreams for Sale

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Luigi Daniele Manca, Alessandra Manca, Gail W. Pieper
Lexington Books, 2012 - Business & Economics - 290 pages
The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers' desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale. Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which gather a host of academicians from a wide variety of disciplines including sociology, psychology, literature, fine arts, history, religious studies, communication, and media studies. Through their expansive disciplinary expertise, the contributors bring unique insights to the analysis of the advertising page. The collection's cross-disciplinary investigation also examines gender images and narratives which, in the advertising page, are frequently associated with utopian fantasies. The analyses offered in Utopian Images and Narratives in Advertising will appeal to any scholar or student engaged in mass media, communication, and the effect of advertising and consumerism on individuals and cultures.

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Introduction Probing Madison Avenues Utopian Images and Narratives
The Portrayal of Utopian Spaces in Magazine Advertisements
Water the AllPurpose Utopia
Women and Children in a Fragile Paradise
Welcome Back to the Brotherhood Nostalgia Masculinity and the Selling of the Mitchum Man
Absolute Utopia Advertising the American Dream In an Absolut World
Utopia on the Common Ground Norman Rockwells Breaking Home Ties
Utopian Images and Gender in WebBased Advertisements A View from the Starting Line
Masculine and Feminine Images in Italian Magazine Advertising
Black FaceWhite Utopia Reflections on AfricanAmericans Utopia and Advertising
Utopian Scenarios in Hispanic Advertisements People en Español
Advertising Neoliberalism and the Financial Collapse of 2008
Living in Worlds Wed Like to Live In Capitalist Utopias in an Age of Counterfactuality
The Four Women of the Apocalypse Utopia or Dystopia?
About the Contributors

Jungian Archetypes in Advertising Imagery
Selling the Good Old Days Images of Community Life in Contemporary American Advertising

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About the author (2012)

Luigi Manca is professor of communication arts at Benedictine University.

Alessandra Manca is a lecturer at Benedictine University.

Gail W. Pieper is a former adjunct professor in the Department of Communication at Benedictine University.

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