“Don't hate me because I'm beautiful”: feminist resistance to advertising's irresistible meanings
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Lana F. Rakow [1]
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[1] University of Wisconsin–Parkside
University of Wisconsin–Parkside
City of Kenosha, Estados Unidos
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- Localización: Southern communication journal, ISSN 1041-794X, Vol. 57, nº 2, 1991 (Ejemplar dedicado a: Feminist criticism), págs. 132-142
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Despite their differences, feminists recognize that changes in advertising are connected to changes needed in women's social position. Yet resistance to advertising is difficult, on both an individual and collective basis. This essay draws on and extends the work of other feminists, citing ways in which advertising generates sexist meanings and creates sexual and racial difference through target marketing. Examples of feminist resistance to advertising are given. While these techniques are useful in the short term for resisting the “irresistible” meanings of advertising, ultimately new systems of representation by which women and men can create meanings are needed..
