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This book is a collection of essays which examine narratives created on the advertising page, with special focus on gender images. Through a cross-disciplinary investigation, this collection offers a varied analysis of advertising and mass media which are important for students and scholars alike.
List of contents
1. Introduction: Probing Madison Avenue's Utopian Images and Narrative, Luigi Manca, Alessandra Manca, and Gail W. Pieper
2. The Portrayal of Utopian Spaces in Magazine Advertisements, Luigi Manca and Alessandra Manca
3. Water, the All-Purpose Utopia, John Kloos
4. Women and Children in a Fragile Paradise, Jean-Marie Kauth
5. Welcome (Back) to the Brotherhood: Nostalgia, Masculinity, and the Selling of the Mitchum Man, Zubair S. Amir
6. Absolute Utopia: Advertising the American Dream "In an Absolut World", Kathryn Kiick
7. Utopia on the Common Ground: Norman Rockwell's Breaking Home Ties, William Scarlato
8. Utopian Images and Gender in Web-Based Advertisements: A View from the Starting Line, Chris Birks
9. Jungian Archetypes in Advertising Imagery, Margaret Salyer
10. Selling the Good Old Days: Images of Community Life in Contemporary American Advertising, Jonathan F. Lewis and Paul A. Catterson
11. Masculine and Feminine Images in Italian Magazine Advertising, Maria Lucia Piga, translated by Dolores Sorci-Bradley
12. Black Face-White Utopia: Images of African-Americans in Advertising, Vincent Gaddis
13. Utopian Scenarios in Hispanic Advertisements: People en Español, Joaquín Montero
14. Advertising, Neoliberalism, and the Financial Collapse of 2008, Robert L. Craig
15. Living in Worlds We'd Like to Live In: Capitalist Utopias in an Age of Counterfactuality, Ed McLuskie
16. The Four Women of the Apocalypse: Utopia or Dystopia?, Marian M. MacCurdy
About the author
Edited by Luigi Manca; Alessandra Manca and Gail W. Pieper - Translated by Dolores Sorci-Bradley - Contributions by John Kloos; Jean-Marie Kauth; Zubair S. Amir; William Scarlato; Chris Birks; Jonathan F. Lewis; Paul A. Catterson; Margaret Salyer; Maria L
