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  • 全新广告文化选读丁少彦 编9787307091634
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    • 作者: 丁少彦 编著 | 丁少彦 编编 | 丁少彦 编译 | 丁少彦 编绘
    • 出版社: 武汉大学出版社
    • 出版时间:2011-10-01
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    • 作者: 丁少彦 编著| 丁少彦 编编| 丁少彦 编译| 丁少彦 编绘
    • 出版社:武汉大学出版社
    • 出版时间:2011-10-01
    • 版次:1
    • 印次:1
    • 开本:16开
    • ISBN:9787307091634
    • 版权提供:武汉大学出版社
    • 作者:丁少彦 编
    • 著:丁少彦 编
    • 装帧:平装
    • 印次:1
    • 定价:18.00
    • ISBN:9787307091634
    • 出版社:武汉大学出版社
    • 开本:16开
    • 印刷时间:暂无
    • 语种:暂无
    • 出版时间:2011-10-01
    • 页数:暂无
    • 外部编号:1200132247
    • 版次:1
    • 成品尺寸:暂无

    Chapter 1 Understanding Advertising

    Introduction

    Part Ⅰ Understanding Advertising

    Passage 1 History of Advertising in the United States

    Passage 2 Perspectives of Advertisin9

    Part Ⅱ Approaches of Advertising Semiotic and Content Ana1ysis

    Passage 3 Myth Today

    Passage 4 Rhetoric of the Image

    Passage 5 Content Ana1ysis

    Chapter 2 Body and Power

    Introduction

    Part Ⅰ Gender, Body, Se1f

    Passage 1 Gendered Bodies

    Passage 2 The Construction of the Body

    Passage 3 The Reification and Commodification of the Body

    Part Ⅱ Critiquing and Resisting Gendered Body

    Passage 4 Body and Power

    Passage 5 Power,Knwedge,Body

    Passage 6 From Victims to Agents

    Chapter 3 Representing the Racia1 Other

    Introduction

    Part Ⅰ The Stereotyped B1ack Body

    Passage 1 Stereotypes of African Americans inthe United States

    Passage 2 Advertising to the B1ack Audience

    Part Ⅱ Critiquing Stereotypes of African Americans

    Passage 3 Conial Discourse and the Construction of the Other

    Passage 4 The Myth of Race and the 1c Bstia1 Sexua1ity

    Passage 5 The Fact of 1cnss

    Part Ⅲ Otherizing Foreigriers and Foreign 1and

    Passage 6 Feminizing the Other and the Conia1 Gaze in American Advertising

    Passage 7 The Meaning of Conia1 Gaze

    Chapter 4 Marketing Youth Cu1ture Introduction

    Part Ⅰ The Meaning of Fashion

    Passage 1 Fashion as a Socia1 Code

    Passage 2 Fashion and Identity

    Part Ⅱ Branding and Cu1ture

    Passage 3 Advertising and Brand Equity

    Passage 4 Branding with Cu1ture

    Part Ⅲ Fashioning and Branding Youth Cu1ture

    Passage 5 Youth Subcu1tureSty1e and Se1f

    Passage 6 Branding with Youth Culture

    Chapter 5 Consumption, Globalization an Mtcultural Advertising

    Introduction

    Part Ⅰ Consumption an Mtcultural Representation

    Passage 1 Consumption and the Sign Value of Goods

    Passage 2 Sexuality for Sale

    Part Ⅱ Globalization, Localization and Advertising

    Passage 3 Cultural Globalization

    Passage 4 Global Brands and Global Advertising

    Passage 5 Global Advertising and Cultural Differences

    Chapter 6 Selling Nature

    Introduction

    Part Ⅰ From Domination to Protection of Nature

    Passage 1 Capitalism, Technology and Nature

    Passage 2 Ecofeminism: A General Introduction

    Part Ⅱ Advertising and the Commercialization of Nature

    Passage 3 The Myth of the Pastoral: Paradise Lost

    Passage 4 Media Representation and Cultural Conceptions of Nature

    Appendix

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