| Document Type
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BL
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| Record Number
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845604
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| Main Entry
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Fu, Linda.
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| Title & Author
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Advertising and race : : global phenomenon, historical challenges and visual strategies /\ Linda C.L. Fu.
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| Publication Statement
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New York :: Peter Lang,, [2014]
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| Page. NO
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1 online resource (xiii, 289 pages) :: illustrations
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| ISBN
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1453913343
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: 9781453913345
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1433122170
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1433122189
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9781433122170
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9781433122187
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Cover -- Contents -- List of Figures -- Preface -- Introduction -- Key Approaches -- Key Features -- Definition of key terms -- The Structure of this Book -- Part One -- Part Two -- Note -- Part One: A Genealogy of the Tropes of The Racial other and their use in Early Advertising -- Chapter One: Race, Slavery, and Advertising -- "Prime Healthy Negroes" -- Cunning Roguish Outlaws -- Chapter Two: A Colonial Racial Script and Early Advertising -- The Rise Of Scientific/Philosophical Racism -- The Aesthetic Dimensions of Racial Classification -- Scripting and Visualizing Difference -- The Uncivilized Other -- The Ugly Other -- The Dangerous Other -- Coding and Commodifying Race in Early Ads -- Chapter Three: Post-World War II Racial Politics and Advertising -- Actions and Counteractions: New Tricks, Same Game -- From "Uncivilized" to "Third World": The Adjusted Rhetoric -- To Present and to be Represented: Demands and Responses -- "What's Cooking?" A Lingering Tradition Complicated -- "Move Up" Invitations to Consumerism -- "Solve Dark Color Problem" Promises of Improvement -- Part Two: Deployments of The Racial other within the Context of Contemporary Global Advertising -- Chapter Four: Advertising, Race, and Global Disjunctures -- The Condition of Global Culture and Advertising -- Standardized Advertising vs. Glocalization -- The Changes and The (Un)Changed -- Entering a Post-Racial World? -- "New" Markets, New Demands? -- Chapter Five: Race in Public Interest Campaigns -- Stereotyping and Counter-Stereotyping -- A Provocative Approach -- A "Humorous" Take -- The Strategical Plays -- Inclusion or Illusion -- An Unexpected Proxy -- Coloring Up and Spicing Up -- The Many Faces of "Beneficiaries" -- A Play of "Soft Power" -- More than a Dose of Shock -- Old Clichés For New Agendas -- Recycling "Animality' -- The Lure of "Deformity'.
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Chapter Six: Race in Commercial Campaigns -- Redemptive Makeovers -- The Whitening of Darkie -- Castrating the "Savage" -- Sugar-Coating Conguitos -- Fetishism at Work -- Superhuman and The Miracle Black Feet -- The Eroticized Exotic Body -- Oriental and Religious Symbols -- Banking on a Heritage -- Retelling a Native Story -- Cashing in on the Icons -- Carrying on the Tradition -- A Strange Game at Play -- Mimicking the Tribal -- The Eccentric Exploitation -- Note -- Conclusion -- References -- Index.
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| Subject
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Advertising, Cross-cultural studies.
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Advertising-- Social aspects-- History.
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Minorities in advertising-- History.
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Racism-- History.
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Stereotypes (Social psychology) in advertising-- History.
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Advertising-- Social aspects.
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Advertising.
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BUSINESS ECONOMICS-- Advertising Promotion.
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Ethnische Gruppe
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Minorities in advertising.
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Racism.
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Rassismus
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Stereotyp
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Stereotypes (Social psychology) in advertising.
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| Subject
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Werbung
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| Dewey Classification
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659.1/042
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| LC Classification
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HF5811.F85 2014eb
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