IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i4p441-448.html
   My bibliography  Save this article

Twentieth century female ad images: Cultural interconnections, social learning, and the dialectical logic of advertising

Author

Listed:
  • Spears, Nancy
  • Amos, Clinton

Abstract

The study conducts a historical investigation of the linkages among the focused social learning of a few (such as ideas of feminists groups), the amplification of those ideas throughout the masses, and observable female images in ads. The Hegelian sublation or Aufgehoben dialectical framework is applied to deepen understanding of how ad strategies have reconciled multiple cultural conversations about the proper image and role of women through the years. The findings of the research reveal distinctive dialectical processes and strategies in the ever-evolving patterns of female images in ads. The results of the study indicate that the focused social learning of the few is amplified to the masses through more emergent ad female roles and images during prosperous and peaceful times and is thwarted during times of national distress.

Suggested Citation

  • Spears, Nancy & Amos, Clinton, 2014. "Twentieth century female ad images: Cultural interconnections, social learning, and the dialectical logic of advertising," Journal of Business Research, Elsevier, vol. 67(4), pages 441-448.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:441-448
    DOI: 10.1016/j.jbusres.2013.03.030
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313001240
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2013.03.030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Thompson, Ann-Marie K., 2010. "Golder's historical method in research in marketing," Journal of Business Research, Elsevier, vol. 63(12), pages 1269-1272, December.
    2. Scott, Linda M, 1994. "Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 252-273, September.
    3. Bentley, Alex & Earls, Mark & O'Brien, Michael J., 2011. "I'll Have What She's Having: Mapping Social Behavior," MIT Press Books, The MIT Press, edition 1, volume 1, number 026201615x, April.
    4. Bristor, Julia M & Fischer, Eileen, 1993. "Feminist Thought: Implications for Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 518-536, March.
    5. Tan, Thomas Tsu Wee & Ling, Lee Boon & Theng, Eleanor Phua Cheay, 2002. "Gender-role portrayals in Malaysian and Singaporean television commercials: an international advertising perspective," Journal of Business Research, Elsevier, vol. 55(10), pages 853-861, October.
    6. Smith, Ruth Ann & Lux, David S, 1993. "Historical Method in Consumer Research: Developing Causal Explanations of Change," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 595-610, March.
    7. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.
    2. Tripathi, Sanjeev & Bansal, Anjali & Bansal, Amrita, 2022. "Sociocultural changes and portrayal of women in advertisements: A temporal investigation across product categories," Journal of Business Research, Elsevier, vol. 153(C), pages 216-227.
    3. Gwarlann de Kerviler & Caroline Ardelet & Barbara Slavich, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Post-Print hal-03600339, HAL.
    4. de Kerviler, Gwarlann & Ardelet, Caroline & Slavich, Barbara, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Journal of Business Research, Elsevier, vol. 142(C), pages 899-913.
    5. Jones, Scott & Cronin, James & Piacentini, Maria G., 2022. "Celebrity brand break-up: Fan experiences of para-loveshock," Journal of Business Research, Elsevier, vol. 145(C), pages 720-731.
    6. Ferguson, Shelagh & Brace-Govan, Jan & Martin, Diane M., 2020. "Gender status bias and the marketplace," Journal of Business Research, Elsevier, vol. 107(C), pages 211-221.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    2. Julie Leroy & Baptiste Cléret, 2013. "When time matters: how to use a timeline built from ethnographic data," Post-Print hal-01655554, HAL.
    3. Bulmer, Sandy & Buchanan-Oliver, Margo, 2010. "Experiences of brands and national identity," Australasian marketing journal, Elsevier, vol. 18(4), pages 199-205.
    4. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    5. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    6. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    7. Mikko Kurenlahti & Arto O. Salonen, 2018. "Rethinking Consumerism from the Perspective of Religion," Sustainability, MDPI, vol. 10(7), pages 1-18, July.
    8. Blocker, Christopher P. & Ruth, Julie A. & Sridharan, Srinivas & Beckwith, Colin & Ekici, Ahmet & Goudie-Hutton, Martina & Rosa, José Antonio & Saatcioglu, Bige & Talukdar, Debabrata & Trujillo, Carlo, 2013. "Understanding poverty and promoting poverty alleviation through transformative consumer research," Journal of Business Research, Elsevier, vol. 66(8), pages 1195-1202.
    9. Nicola Bellini & Cecilia Pasquinelli, 2016. "Urban brandscape as value ecosystem: The cultural destination strategy of fashion brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 5-16, February.
    10. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    11. Daniel Mihai Pantazi, 2020. "Is price the main motivation for buying general insurances in Romania? Comparative study 2014 – 2019," Journal of Financial Studies, Institute of Financial Studies, vol. 9(5), pages 147-162, November.
    12. Karin Brondino-Pompeo, 2021. "Mapping spheres of exchange: a multidimensional approach to commoditization and singularization," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 81-95, June.
    13. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    14. Cooper, Holly B. & Ewing, Michael T. & Campbell, Colin & Treen, Emily, 2023. "Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning," Business Horizons, Elsevier, vol. 66(3), pages 405-414.
    15. Jason Potts & John Hartley, 2015. "How the Social Economy Produces Innovation," Review of Social Economy, Taylor & Francis Journals, vol. 73(3), pages 263-282, September.
    16. Alex Hiller & Tony Woodall, 2019. "Everything Flows: A Pragmatist Perspective of Trade-Offs and Value in Ethical Consumption," Journal of Business Ethics, Springer, vol. 157(4), pages 893-912, July.
    17. Higgins, Colin & Walker, Robyn, 2012. "Ethos, logos, pathos: Strategies of persuasion in social/environmental reports," Accounting forum, Elsevier, vol. 36(3), pages 194-208.
    18. Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
    19. Ahuvia, Aaron, 2008. "If money doesn't make us happy, why do we act as if it does?," Journal of Economic Psychology, Elsevier, vol. 29(4), pages 491-507, August.
    20. Miklós Antal & Ardjan Gazheli & Jeroen C.J.M. van den Bergh, 2012. "Behavioural Foundations of Sustainability Transitions. WWWforEurope Working Paper No. 3," WIFO Studies, WIFO, number 46424.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:441-448. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.