IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v19y1993i4p556-66.html
   My bibliography  Save this article

Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses

Author

Listed:
  • Stern, Barbara B

Abstract

This article examines test and consumer responses from the perspective of post-modern feminist literary criticism. It uses a feminist framework to incorporate the issues of advertising as gendered text and consumer responses as gendered readings into consumer research. The article begins with a brief background discussion of feminist literary theory to introduce the concept of gendered text and to set forth the "reading" methodology developed to identify it. Next, this method is demonstrated in a feminist reading of two advertising figures--the Marlboro Man and the Dakota Woman. Then, the article presents a feminist perspective on gendered reading--different male and female reading styles relevant to consumers and ads. Last, ideas about gendered texts and readers are integrated into ongoing consumer research on attitude toward the ad, inference, and empathy. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Stern, Barbara B, 1993. "Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 556-566, March.
  • Handle: RePEc:oup:jconrs:v:19:y:1993:i:4:p:556-66
    DOI: 10.1086/209322
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209322
    Download Restriction: no

    File URL: https://libkey.io/10.1086/209322?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
    ---><---

    Citations

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


    Cited by:

    1. Aaron Ahuvia, 2001. "Traditional, Interpretive, and Reception Based Content Analyses: Improving the Ability of Content Analysis to Address Issues of Pragmatic and Theoretical Concern," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 54(2), pages 139-172, May.
    2. Saad A. Alhoqail & Kristopher Floyd, 2020. "Content is king but context is queen: how involvement facilittes the impact of website," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 375-389, September.
    3. Canavan, Brendan, 2019. "Tourism-in-literature: Existential comfort, confrontation and catastrophe in Guy De Maupassant's short stories," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    4. Ranjitha G.P. & Anandakuttan B. Unnithan, 2018. "Self and Identity of Being an Ideal Woman: An Exploratory Qualitative Study," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 33-44, January.
    5. Saad A. Alhoqail & Kristopher Floyd, 0. "Content is king but context is queen: how involvement facilittes the impact of website," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-15.
    6. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.

    More about this item

    Statistics

    Access and download statistics

    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:oup:jconrs:v:19:y:1993:i:4:p:556-66. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    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.