Lexington Books
Pages: 406
•
Trim: 6 x 9
978-1-4985-2826-9 • Hardback • October 2017 • $126.00 • (£97.00)
978-1-4985-2828-3 • Paperback • September 2019 • $48.99 • (£38.00)
978-1-4985-2827-6 • eBook • October 2017 • $46.50 • (£36.00)
Kim Golombisky is associate professor and graduate director in the Department of Women’s and Gender Studies at the University of South Florida.
Peggy J. Kreshel is associate professor of advertising at the Grady College of Journalism and Mass Communication and affiliate faculty member of the Institute for Women’s Studies at the University of Georgia.
Acknowledgments
Part 1: Histories of Feminists, Feminisms, and Advertising
Chapter 1: Introductory Remarks on the Advertising Business and a Community of Feminist Scholars Making Advertising Their Business
Peggy Kreshel
Chapter 2: Women versus Brands: Sexist Advertising and Gender Stereotypes Motivate Transgenerational Feminist Critique
Jacqueline Lambiase, Carolyn Bronstein, and Catherine A. Coleman
Chapter 3: The Entangled Politics of Feminists, Feminism, Advertising, and Beauty: A Historical Perspective
Dara Persis Murray
Chapter 4: “Don’t You Love Being a Woman?” Advertising, Empowerment, and the Women’s Movement
Ann Marie Nicolosi
Part 2: Encoding: Feminist Critiques of Advertising Professionals and Practices
Chapter 5: Black Women and Advertising Ethics: A Womanist Perspective
Joanna L. Jenkins
Chapter 6: “What’s Wrong, You Can’t Take a Joke?” Advertisers’ Defenses of Images of Violence against Women in Their Ads, 1979–1989
Juliet Dee
Chapter 7: Exceptional Exemplars: Practitioners’ Perspectives on Ads that Communicate Effectively with Women and Men
Kasey Windels
Chapter 8: The Creative Career Dilemma: No Wonder Ad Women Are Mad Women
Karen L. Mallia
Chapter 9: Exporting Gender Bias: Anglo-American Echoes in Swedish Advertising Creative Departments
Jean M. Grow
Part 3: Decoding: Feminist Analyses of Intersectional Advertising Audiences
Chapter 10: Engaging in Consumer Citizenship: Latina Audiences and Advertising in Women’s Ethnic Magazines
Jillian M. Báez
Chapter 11: “You Get a Very Conflicting View”: Postfeminism, Contradiction, and Women of Color’s Responses to Representations of Women in Advertisements
Leandra H. Hernández
Chapter 12: Social Exclusion and Gay Consumers’ Boycott and Buycott Decisions
Wanhsiu Sunny Tsai and Xiaoqi Han
Part 4: Professional Development: Historiography and Biography
Chapter 13: The Curious Story of Home Economics’ Contribution to Women’s Careers in Advertising, 1940s to 1960s
Kimberly Wilmot Voss
Chapter 14: A Woman’s Place: Career Success and Early Twentieth Century Women’s Advertising Clubs
Jeanie E. Wills
Chapter 15: Closing Arguments: A Feminist Education for Advertising Students
Kim Golombisky
About the Editors and Contributors
Golombisky and Kreshel provide an original and much-needed feminist exploration of the multiple ways women have engaged advertising, both as workers within the industry and as targeted consumers. The authors in this anthology tackle the historical and contemporary workplace culture in advertising’s creative departments, as well as how women audiences make sense of advertising’s messages—both areas that have long needed the kind of comprehensive and theoretically-informed approach this book provides. In doing so, they address a broad range of issues affecting women and the advertising industry, including ethics, intersectionality, commodity feminism, women of color as audiences, the sexism within the gendered silos that are the creative departments, and feminist education for advertising students. The book is a must-read for advertising students, instructors, and professionals—anyone in or thinking of entering the advertising industry—as well as anyone trying to make sense of the industry’s messages for or about women.
— Marian Meyers, Georgia State University
This is a timely piece that makes novel theoretical connections at the intersection of advertising, gender, identity, and feminisms. What I really like about this book are the ways in which authors also offer specific practical recommendations for how to do better advertising. Taken together, the authors create a space for scholars and practitioners alike to play around with the gendered tensions that surface in the work of advertising and realize that the ‘click’ moment is now.
— Suzy D'Enbeau, Kent State University