عنوان

Advertising and race :

1453913343

9781453913345

1433122170

1433122189

9781433122170

9781433122187

Advertising and race :

[Book]

global phenomenon, historical challenges and visual strategies /

Linda C.L. Fu.

New York :

Peter Lang,

[2014]

1 online resource (xiii, 289 pages) :

illustrations

Includes bibliographical references and index.

Cover -- Contents -- List of Figures -- Preface -- Introduction -- Key Approaches -- Key Features -- Definition of key terms -- The Structure of this Book -- Part One -- Part Two -- Note -- Part One: A Genealogy of the Tropes of The Racial other and their use in Early Advertising -- Chapter One: Race, Slavery, and Advertising -- "Prime Healthy Negroes" -- Cunning Roguish Outlaws -- Chapter Two: A Colonial Racial Script and Early Advertising -- The Rise Of Scientific/Philosophical Racism -- The Aesthetic Dimensions of Racial Classification -- Scripting and Visualizing Difference -- The Uncivilized Other -- The Ugly Other -- The Dangerous Other -- Coding and Commodifying Race in Early Ads -- Chapter Three: Post-World War II Racial Politics and Advertising -- Actions and Counteractions: New Tricks, Same Game -- From "Uncivilized" to "Third World": The Adjusted Rhetoric -- To Present and to be Represented: Demands and Responses -- "What's Cooking?" A Lingering Tradition Complicated -- "Move Up" Invitations to Consumerism -- "Solve Dark Color Problem" Promises of Improvement -- Part Two: Deployments of The Racial other within the Context of Contemporary Global Advertising -- Chapter Four: Advertising, Race, and Global Disjunctures -- The Condition of Global Culture and Advertising -- Standardized Advertising vs. Glocalization -- The Changes and The (Un)Changed -- Entering a Post-Racial World? -- "New" Markets, New Demands? -- Chapter Five: Race in Public Interest Campaigns -- Stereotyping and Counter-Stereotyping -- A Provocative Approach -- A "Humorous" Take -- The Strategical Plays -- Inclusion or Illusion -- An Unexpected Proxy -- Coloring Up and Spicing Up -- The Many Faces of "Beneficiaries" -- A Play of "Soft Power" -- More than a Dose of Shock -- Old Clichés For New Agendas -- Recycling "Animality' -- The Lure of "Deformity'.

Chapter Six: Race in Commercial Campaigns -- Redemptive Makeovers -- The Whitening of Darkie -- Castrating the "Savage" -- Sugar-Coating Conguitos -- Fetishism at Work -- Superhuman and The Miracle Black Feet -- The Eroticized Exotic Body -- Oriental and Religious Symbols -- Banking on a Heritage -- Retelling a Native Story -- Cashing in on the Icons -- Carrying on the Tradition -- A Strange Game at Play -- Mimicking the Tribal -- The Eccentric Exploitation -- Note -- Conclusion -- References -- Index.

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Advertising and race

9781433122187

Advertising-- Social aspects-- History.

Advertising, Cross-cultural studies.

Minorities in advertising-- History.

Racism-- History.

Stereotypes (Social psychology) in advertising-- History.

Advertising-- Social aspects.

Advertising.

BUSINESS & ECONOMICS-- Advertising & Promotion.

Ethnische Gruppe

Minorities in advertising.

Racism.

Rassismus

Stereotyp

Stereotypes (Social psychology) in advertising.

Werbung

BUS-- 002000

HF

HT

Fu, Linda.

20200822182626.0

pn

[Book]

Y