Utopian Images and Narratives in Advertising: Dreams for Sale

Front Cover
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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Contents

Introduction Probing Madison Avenues Utopian Images and Narratives
1
The Portrayal of Utopian Spaces in Magazine Advertisements
7
Water the AllPurpose Utopia
31
Women and Children in a Fragile Paradise
47
Welcome Back to the Brotherhood Nostalgia Masculinity and the Selling of the Mitchum Man
69
Absolute Utopia Advertising the American Dream In an Absolut World
79
Utopia on the Common Ground Norman Rockwells Breaking Home Ties
89
Utopian Images and Gender in WebBased Advertisements A View from the Starting Line
99
Masculine and Feminine Images in Italian Magazine Advertising
153
Black FaceWhite Utopia Reflections on AfricanAmericans Utopia and Advertising
193
Utopian Scenarios in Hispanic Advertisements People en Español
213
Advertising Neoliberalism and the Financial Collapse of 2008
229
Living in Worlds Wed Like to Live In Capitalist Utopias in an Age of Counterfactuality
251
The Four Women of the Apocalypse Utopia or Dystopia?
261
Index
283
About the Contributors
287

Jungian Archetypes in Advertising Imagery
111
Selling the Good Old Days Images of Community Life in Contemporary American Advertising
141

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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.

Bibliographic information