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portada Measuring up: How Advertising Affects Self-Image
Type
Physical Book
Author
Publisher
Year
2001
Language
English
Pages
224
Format
Paperback
Dimensions
22.8x15.3x1.7 cm
Weight
0.34 kg.
ISBN
0812217918
ISBN13
9780812217919
Categories

Measuring up: How Advertising Affects Self-Image

Vickie Rutledge Shields (Author) · Dawn Heinecken (Author) · University of Pennsylvania Press · Paperback

Measuring up: How Advertising Affects Self-Image - Shields, Vickie Rutledge ; Heinecken, Dawn

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Delivery: 20 Oct - 02 Nov Shipping: 12 to 16 business days.
R 559
R 559

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Synopsis "Measuring up: How Advertising Affects Self-Image "

The mute gestures of advertising images are frozen for posterity by photographers and illustrators, gestures that, for better or worse, perpetuate a certain aesthetic and eventually become emblematic of a period. The images of today display the values of a society that has more interest in the body than the mind. They are technoenhanced labyrinths of unattainable appearances that leave women and men feeling horrified, estranged, and restricted by unrealistic, silent mandates. Measuring Up looks at advertising as more than just a way to extract money from unsuspecting people but as a vehicle for conveying the larger views of a confining, body-obsessed culture. By weaving theoretical and textual insights from feminist and cultural studies with the voices of real women and men, Measuring Up offers a unique reception analysis of the effects of repetitious exposure to advertisements of perfect bodies in our everyday lives. Shields examines a particular, complex relationship between the idealized images of gender we see in advertising and our own thoughts, feelings, and behavior in relation to these images. The study is unique in presenting audience reception in terms of ethnographic data, not textual interpretations alone. Measuring Up engages with and informs current theoretical debates within these sometimes complementary and sometimes contradictory literatures: feminist media studies, feminist film theory, critical social theory, cultural studies, and critical ethnography. This is an important work that explores the forms and channels of power used in one of the most insidious and overt means of mass influence in popular culture.

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