广告文化选读

Chapter 1 Understanding Advertisin9：Introduction

Part Ⅰ Understanding Advertisin9：

Passage 1 History of Advertising in the United S'tates

Passage 2 Perspectives of Advertisin9

Part Ⅱ Approaches of Advertisin9：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，Know1edge，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 Co1onia1 Discourse and the Construction of the Other

Passage 4 The Myth of Race and the B1ack Bestia1 Sexua1ity

Passage 5 The Fact of B1ackness

Part Ⅲ Otherizing Foreigriers and Foreign 1and

Passage 6 Feminizing the Other and the Co1onia1 Gaze in

American Advertisin9-

Passage 7 The Meaning of Co1onia1 Gaze。

Chapter 4 Marketing Youth Cu1ture Introduction

Part Ⅰ The Meaning of Fashion一

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

……

Appendix

《广告文化选读》从文化研究角度出发编写材料，围绕性别身份、种族再现、青年文化时尚、消费与全球广告、广告绿色营销等专题组织内容。具体地说，《广告文化选读》由六个专题部分组成：第一部分介绍广告的历史和定义及常用广告研究方法；第二部分批评广告中的身体再现及变化中的广告身体形象；第三部分批评美国广告对黑人族裔和美国以外的文化的他者化再现；第四部分介绍时尚、品牌的文化意义，及青年品牌时尚的文化精神；第五部分内容为消费社会和多元文化以为其他专业的学生提供必要的相关专业知识。