Women in Greek Advertisements in the 1960sBetween the poles of the Cold War era’s sales promotion standards, print advertising thrived in Greece in the 1960s, particularly as it related to female consumption. What are the similarities between American women as protagonists in the world of advertising and women as consumers in 1960s Greece? Are the women portrayed in print advertisements nothing but “hybrids” of the American consumption model and the Greek consumerism boom of the era? What were the technical and esthetic, but also social and cultural connotations of female advertising in Greece at that time? How do they reflect women’s position in society? Through a detailed, historical case study with a wealth of illustrations and a concise analysis of advertising communication, this book investigates hitherto unknown data, and shows the importance of the role of Greek women, not only as consumers, but primarily as protagonists in the formation of a new consumption model which had been imported from the United States. |
Contents
1 | |
7 | |
Chapter Two | 17 |
Chapter Three | 37 |
Chapter Four | 61 |
Chapter Five | 79 |
Chapter Six | 97 |
Chapter Seven | 117 |
Chapter Eight | 133 |
Conclusion | 149 |
153 | |
Other editions - View all
Common terms and phrases
according activities advertising already American appearance areas Athens attempt average bacN beautiful became began blacN body changes chapter characteristics cinema clothes colors communication concept concerning considered consumer consumption course created cultural decade dream economic elements emerging equality especially esthetic fact fashion female feminine film gender Greece GreeN women GYNAIKA housewife hygiene idea identified important independent industry interest issue liberation liNe looN magazine mainly major male marNet mass meaning mother myth nature newspapers Nind noted object observe particularly perhaps period political Pop Art position posters presented print advertising profession promising promote Publications reasons reference responsibility role seemed sexual social society specific standards stereotypes successful symbol traditional usually virginity western woman young