Feminists, Feminisms, and Advertising

Kim Golombisky is associate professor and graduate director in the Department of Women's and Gender Studies at the University of South Florida.Peggy J. Kreshel is associate professor of advertising at the Grady College of Journalism and Mass Communication and affiliate faculty member of the Institute for Women's Studies at the University of Georgia.

This book is the first to offer explicitly feminist views on the shared histories of the advertising industry and women's movement. Contributors consider the ways advertisers encode race, ethnicity, gender, andheteronormativity into advertising practices and messages, as well as the ways intersectional audiences and consumers resist.

AcknowledgmentsPart 1: Histories of Feminists, Feminisms, and AdvertisingChapter 1: Introductory Remarks on the Advertising Business and a Community of Feminist Scholars Making Advertising Their BusinessPeggy KreshelChapter 2: Women versus Brands: Sexist Advertising and Gender Stereotypes Motivate Transgenerational Feminist CritiqueJacqueline Lambiase, Carolyn Bronstein, and Catherine A. ColemanChapter 3: The Entangled Politics of Feminists, Feminism, Advertising, and Beauty: A Historical PerspectiveDara Persis MurrayChapter 4: "Don't You Love Being a Woman?" Advertising, Empowerment, and the Women's MovementAnn Marie NicolosiPart 2: Encoding: Feminist Critiques of Advertising Professionals and PracticesChapter 5: Black Women and Advertising Ethics: A Womanist PerspectiveJoanna L. JenkinsChapter 6: "What's Wrong, You Can't Take a Joke?" Advertisers' Defenses of Images of Violence against Women in Their Ads, 1979-1989Juliet DeeChapter 7: Exceptional Exemplars: Practitioners' Perspectives on Ads that Communicate Effectively with Women and MenKasey WindelsChapter 8: The Creative Career Dilemma: No Wonder Ad Women Are Mad WomenKaren L. MalliaChapter 9: Exporting Gender Bias: Anglo-American Echoes in Swedish Advertising Creative DepartmentsJean M. GrowPart 3: Decoding: Feminist Analyses of Intersectional Advertising AudiencesChapter 10: Engaging in Consumer Citizenship: Latina Audiences and Advertising in Women's Ethnic MagazinesJillian M. BáezChapter 11: "You Get a Very Conflicting View": Postfeminism, Contradiction, and Women of Color's Responses to Representations of Women in AdvertisementsLeandra H. HernándezChapter 12: Social Exclusion and Gay Consumers' Boycott and Buycott DecisionsWanhsiu Sunny Tsai and Xiaoqi HanPart 4: Professional Development: Historiography and BiographyChapter 13: The Curious Story of Home Economics' Contribution to Women's Careers in Advertising, 1940s to 1960sKimberly Wilmot VossChapter 14: A Woman's Place: Career Success and Early Twentieth Century Women's Advertising ClubsJeanie E. WillsChapter 15: Closing Arguments: A Feminist Education for Advertising StudentsKim GolombiskyAbout the Editors and Contributors