Women and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women's movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and intersectional gender in the advertising academy as well as the advertising industry.
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. Baez Chapter 11: "You Get a Very Conflicting View": Postfeminism, Contradiction, and Women of Color's Responses to Representations of Women in Advertisements Leandra H. Hernandez 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
