《廣告文化選讀》從文化研究角度出發(fā)編寫材料，圍繞性別身份、種族再現(xiàn)、青年文化時(shí)尚、消費(fèi)與全球廣告、廣告綠色營銷等專題組織內(nèi)容。具體地說，《廣告文化選讀》由六個(gè)專題部分組成：第一部分介紹廣告的歷史和定義及常用廣告研究方法；第二部分批評(píng)廣告中的身體再現(xiàn)及變化中的廣告身體形象；第三部分批評(píng)美國廣告對(duì)黑人族裔和美國以外的文化的他者化再現(xiàn)；第四部分介紹時(shí)尚、品牌的文化意義，及青年品牌時(shí)尚的文化精神；第五部分內(nèi)容為消費(fèi)社會(huì)和多元文化以為其他專業(yè)的學(xué)生提供必要的相關(guān)專業(yè)知識(shí)。
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
書單推薦
