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| Author: | Elliott, R. Eccles, S. Hodgson, M. |
| Title: | Re-coding gender representations: women, cleaning products, and advertising's "New Man" |
| Journal: | International Journal of Research in Marketing
1993 : AUG, VOL. 10, p. 311-324 |
| Index terms: | WOMEN MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Consumer interpretations of attempts to re-code gender representations in TV advertizing for household cleaning products are explored using a protocol interpretive methodology. The ways in which women are able to resist the process of "hyporreality" and maintain distinctions between their everyday lived world and simulations are discussed in relation to the use of "schemer schema". It is argued that women use "schemer schema" to restore harmony between advertizing simulation of gender relations and their lived experience. |
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