By Anne M. Cronin
Utilizing various print ads, this fascinating and provocative learn explores how the shopper is created through ads when it comes to: * intercourse * category * Race. It additionally explores the determine of the citizen and the way this id is produced via modern political discourses. Advertising and purchaser Citizenship should be crucial interpreting for all these attracted to the examine of intake, citizenship and gender.
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Additional resources for Advertising and Consumer Citizenship: Gender, Images and Rights
How does it establish a context within which viewers engage in practices of interpretation? As I argued in the introduction, academic critics have considered advertising imagery as an ambiguous cultural form. Visual advertising is often imagined to be emblematic of capitalist societies, the visible manifestation or materialisation of the capitalist logics of exploitation, alienation and reification. For instance, Robert Goldman (1992: 2) argues that advertising is ‘a key social and economic institution in producing and reproducing the material and ideological supremacy of commodity relations’.
This underlines the impossibility of the establishment of a system or currency of equivalences. However, Stolcke goes on to argue, racism as a means of sealing the boundaries of the nation-state has begun to lose its discursive weight as more evidence emerges of the scientific invalidity of the concept of distinct biological ‘races’. : 4). Cultural fundamentalism, by contrast [to ‘racism’], assumes a set of symmetric counterconcepts, that of the foreigner, the stranger, the alien as opposed to the national, the citizen.
1990). Yet the status of women as neither fully inside nor outside the discursive framework of ‘the individual’ partially excludes women from the self-identical status required for exchange. The material consequences of such an ambiguous positioning are extremely detrimental to women. 6 In contrast, unemployed women, racialised groups, or women with families, are positioned as lower-status ‘clients’ or ‘beneficiaries of government largesse’ (Fraser 1989: 149–53). The white, middle-class men are framed as receiving benefits that they deserve, which they have ‘paid in for’ through social insurance schemes (similar to National Insurance in Britain).
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin