Learning to Sell Sex(ism) (eBook)

Advertising Students and Gender

Aileen O'Driscoll (Autor)

eBook Download: PDF

2018 | 1st ed. 2019
X, 215 Seiten
Springer International Publishing (Verlag)
9783319942803 (ISBN)

Infos

This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry's next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O'Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry.

Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.

Aileen O'Driscoll is Lecturer in Media and Communications at the School of Communications, Dublin City University, Ireland.

Inhalt

Acknowledgements 5
Contents 7
List of Tables 8
1: Introduction 10
References 22
2: Gendered Advertising: From Text to Industry to Classroom 25
Advertising Texts: From Second-Wave Feminism to Postfeminism 26
Situating Advertisers as Cultural Intermediaries and Considering the Social Attitudes of Those Creating Media Texts 36
Encoding Gender in Media Texts: Organisational Considerations and Implications for Advertising Students 46
Gendered Working Cultures in Advertising and the Creative Role 51
Ethical Considerations for Advertising Practitioners and Students 60
References 67
3: We’re Just Different (But Equal): Unpacking Students’ Gendered Views 74
Gender: Roles, Attributes, and Behaviours 75
Gender Essentialism 76
Understanding of Feminism 82
Gender Equality 86
Women and Girls as the Problematic and Burdensome Sex: ‘He Jokes About All the Girls Who Get Dolled Up to Go to the Match’ 91
Beauty and the Tyranny of Perfection 94
Feelings of (Dis)Empowerment 97
‘I Am Different’ 100
The Tomboy: ‘Men Are Always Willing to Give It a Go, You Know. And with a Tomboy… They’re Always Willing to Give It a Go’ 105
Considerations of Gender in the Curriculum and in the Classroom 110
Observing Gender in Action: First-Year, Undergraduate Students Discuss Gender and Related Issues 111
References 117
4: The Reverse Stereotype and the Double Standard: Expressions of Concern About Advertising’s Treatment of Men 119
Sexualisation of Women: ‘The Female One Is Just Way More Voyeuristic’ 120
Domesticity of Women: ‘I Presume That’s Still True That Women Are Doing the “Whatever”’ 129
The Turn Towards Men and Boys: ‘There Seems to Be a Reverse Stereotype of (Men) Depicted as Bumbling Idiots’ 142
Carlsberg Adverts: ‘The Crate Escape’—A Case Study 152
Mixed Messages in the Classroom 157
References 159
5: The Catch-22 of Advertising Practice (and Other Deflections): Perceived Challenges to Creating Less Sexist Content 161
Constraints of the Medium: ‘Advertising Is a Stereotype Game You Know, You Have to Play to the Masses’
Awareness of Social Responsibility of Advertisers: ‘Everyone Deserves a Fair and Accurate Representation’ 169
Ethics and the Tolerance for Sexism: ‘It’s Just a Bit of Humour, a Bit of Fun’ 174
Creativity and Humour: ‘It Just Seems to Be More a Defining Aspect of Male Culture to Make Each Other Laugh’ 185
The Educational Role in Students Ethical Stances and ‘Creating’ Future Male Creatives Starts at Third Level 197
End-of-Year Student Showcases 198
References 202
6: Conclusions and Reflections 205
References 213
Index 215

Produkt-Details

• Erscheint lt. Verlag: 29.10.2018
• Zusatzinfo: X, 215 p.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Pädagogik
• Themenwelt: Sozialwissenschaften ► Soziologie ► Gender Studies
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Culture • higher education • Identity • Men • postfeminism • Sexism • Sociology • Women
• ISBN-13: 9783319942803 / 9783319942803