Chapter 1 Understanding Advertising
Introduction
Part Ⅰ Understanding Advertising
Passage 1 History of Advertising in the United States
Passage 2 Perspectives of Advertisin9
Part Ⅱ Approaches of Advertising Semiotic and Content Ana1ysis
Passage 3 Myth Today
Passage 4 Rhetoric of the Image
Passage 5 Content Ana1ysis
Chapter 2 Body and Power
Introduction
Part Ⅰ Gender, Body, Se1f
Passage 1 Gendered Bodies
Passage 2 The Construction of the Body
Passage 3 The Reification and Commodification of the Body
Part Ⅱ Critiquing and Resisting Gendered Body
Passage 4 Body and Power
Passage 5 Power，Know1edge，Body
Passage 6 From Victims to Agents
Chapter 3 Representing the Racia1 Other
Introduction
Part Ⅰ The Stereotyped B1ack Body
Passage 1 Stereotypes of African Americans inthe United States
Passage 2 Advertising to the B1ack Audience
Part Ⅱ Critiquing Stereotypes of African Americans
Passage 3 Co1onial Discourse and the Construction of the Other
Passage 4 The Myth of Race and the B1ack Bestia1 Sexua1ity
Passage 5 The Fact of B1ackness
Part Ⅲ Otherizing Foreigriers and Foreign 1and
Passage 6 Feminizing the Other and the Co1onia1 Gaze in American Advertising
Passage 7 The Meaning of Co1onia1 Gaze
Chapter 4 Marketing Youth Cu1ture Introduction
Part Ⅰ The Meaning of Fashion
Passage 1 Fashion as a Socia1 Code
Passage 2 Fashion and Identity
Part Ⅱ Branding and Cu1ture
Passage 3 Advertising and Brand Equity
Passage 4 Branding with Cu1ture
Part Ⅲ Fashioning and Branding Youth Cu1ture
Passage 5 Youth Subcu1tureSty1e and Se1f
Passage 6 Branding with Youth Culture
Chapter 5 Consumption, Globalization and Multicultural Advertising
Introduction
Part Ⅰ Consumption and Multicultural Representation
Passage 1 Consumption and the Sign Value of Goods
Passage 2 Sexuality for Sale
Part Ⅱ Globalization, Localization and Advertising
Passage 3 Cultural Globalization
Passage 4 Global Brands and Global Advertising
Passage 5 Global Advertising and Cultural Differences
Chapter 6 Selling Nature
Introduction
Part Ⅰ From Domination to Protection of Nature
Passage 1 Capitalism, Technology and Nature
Passage 2 Ecofeminism: A General Introduction
Part Ⅱ Advertising and the Commercialization of Nature
Passage 3 The Myth of the Pastoral: Paradise Lost
Passage 4 Media Representation and Cultural Conceptions of Nature
Appendix
