Introduction

Leiss, William; Kline, S. J.; Jhally, Sut; Botterill, Jacqueline; Asquith, Kyle

doi:10.4324/9781315106021-1

Cited by 3 publications

(9 citation statements)

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“…This is a story, then, of grandparents sacrificing their home and freedom to move closer to their daughter’s family: they are ready, as the ad says, to ‘be where you’re needed most’. Despite advertising’s aspirational, idealized tendencies (Leiss et al, 2018), this example demonstrates that it can also reference tensions, generational and gender norms surrounding family life, whilst privileging White, middle-class, heterosexual ways of being a family. The Principal ad dramatizes the conflict between self-actualization and selflessness experienced by many grandparents (Moore and Rosenthal, 2017).…”

Section: Introductionmentioning

confidence: 94%

“…Advertising representations of family life merit particular attention. Advertising derives distinctive ideological power from recycling cultural models in an incessant ‘discourse through and about objects’, connecting images of persons, products and wellbeing (Leiss et al, 2018:3). As Davidson and Ribak (2019) note, Goffman (1976) adds further insight into the significance of advertising’s representations of family life through his account of socially situated displays – expressive, ritualized yet often informal behaviours whereby social actors communicate social identity, mood, intent, expectations and relations to others.…”

Section: Advertising and ‘Familial Fictions’mentioning

confidence: 99%

“…Family is not just ‘done’ by its members: it is ‘a well-founded illusion’ (Bourdieu, 1996) shaped by practices, displays and imagination (Finch, 2007; Morgan, 1996; Smart, 2007) and fueled by myths and representations of family that circulate in media discourses (Gillis, 1994; Morgan, 2011). Advertising, a privileged discourse through and about objects (Leiss et al, 2018), merits particular attention. As well as promoting goods and services, it offers social displays which communicate normative expectations, yet are framed as ‘natural’ (Goffman, 1976).…”

Section: Introductionmentioning

confidence: 99%

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Grandparenting relations in advertising’s ‘familial fictions’

O’Donohoe

Gram

Marchant

2022

Journal of Consumer Culture

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Since social displays of family life in advertising contribute to the doing and imagining of family, advertising representations of intergenerational relationships merit research attention. Focussing on the under-examined area of family interactions involving grandparents, this content and thematic analysis of 82 North American and European TV/video advertisements highlights how advertising both reproduces and challenges ideals of happy, harmonious families. Consistent with prior research in Western cultures, these ads privilege White, middle-class, heterosexual ways of doing family. Surprisingly, given critiques of advertising idealization, ads depicting intergenerational tension outnumbered those featuring exclusively harmonious relations. Tensions were linked to violations of generational norms, particularly by grandparents, and to conflicting norms confronting different generations. Although gender roles were sometimes blurred in both harmony and tension ads, they were not generally contested by other family members.

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Section: Introductionmentioning

confidence: 94%

Section: Advertising and ‘Familial Fictions’mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Grandparenting relations in advertising’s ‘familial fictions’

O’Donohoe

Gram

Marchant

2022

Journal of Consumer Culture

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“…This theme of dualisms, for example, art and technology or commercialism and idealism, has been reoccurring in advertising historical research (see, for example, McFall, 2004, ch. 2; Leiss et al , 2018, pp. 10–11).…”

Section: Creating the Advertising Technician: The Middling Manmentioning

confidence: 99%

The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden

Rudberg

Husz²

2023

JHRM

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Purpose The purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas. Design/methodology/approach The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge. Findings The study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market. Originality/value By directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.

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“…Advertising practices offer the greatest opportunity for generating insights about the role that marketers have played in colonization and slavery, given the visibility and accessibility of these practices. Advertising is usually purported to be simply a reflection of prevailing socio-cultural and political values (Bonsu, 2009); however, imperialist and colonial advertising and its imagery were not simply mirroring private prejudices or wider socio-cultural discourses (Leiss et al , 1997; Schroeder and Zwick, 2004). Instead, this advertising was fundamental to the creation and mass marketing of racist ideologies that bolstered the larger economic and other interests intrinsic to imperialism.…”

Section: Literature and Conceptual Foundationmentioning

confidence: 99%

Rescuing marketing from its colonial roots: a decolonial anti-racist agenda

Francis

2022

JCM

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Purpose This paper illuminates the mechanisms through which marketing practice and institutions produced, normalized and institutionalized systemic racism in support of imperialism, colonization and slavery to provide impetus for transformational change. Critical race research is drawn on to propose paths toward decolonial and anti-racist research agenda and practice. Design/methodology/approach The paper integrates multidisciplinary literature on race, racism, imperialism, colonialism and slavery, connecting these broad themes to the roles marketing practices and institutions played in creating and sustaining racism. Critical race theory, afro pessimism, postcolonial theories, anti-racism and decoloniality provide conceptual foundations for a proposed transformative research agenda. Findings Marketing practices and institutions played active and leading roles in producing, mass mobilizing and honing racist ideology and the imagery to support imperialism, colonial expansion and slavery. Racist inequalities in market systems were produced globally through active collusion by marketing actors and institutions in these historical forces creating White advantage and Black dispossession that persist; indicating an urgent need for transformative anti-racists and decolonial research agendas. Research limitations/implications Covering these significant historical forces inevitably leaves much room for further inquiry. The paper by necessity “Mango picked” the most relevant research, but a full coverage of these topics was beyond the scope of this paper. Practical implications Marketing practitioners found themselves at the epicenter of a crisis during the Black Lives Matter protests. This paper aims to foster anti-racist ad decolonial research to guide practice. Social implications This paper addresses systemic and institutional racism, and marketplace inequalities – urgent societal challenges. Originality/value To the best of the authors’ knowledge, the paper is the first in marketing to integrate multidisciplinary literature on historical forces of imperialism, colonization and slavery to illuminate marketing’s influential role in producing marketplace racism while advancing an anti-racist and de-colonial research agenda.

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Introduction

Cited by 3 publications

References 0 publications

Grandparenting relations in advertising’s ‘familial fictions’

Grandparenting relations in advertising’s ‘familial fictions’

The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden

Rescuing marketing from its colonial roots: a decolonial anti-racist agenda

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