search query: @indexterm ADVERTISING RESEARCH / total: 488
reference: 57 / 488
| Author: | Hirschman, E. C. |
| Title: | Men, dogs, guns, and cars: the semiotics of rugged individualism |
| Journal: | Journal of Advertising
2003 : SPRING, VOL. 32:1, p. 9-22 |
| Index terms: | Advertising research Individual behaviour USA |
| Language: | eng |
| Abstract: | Cross-cultural research on advertising has called attention to the important role that core societal values has on advertising production and reception. This study focuses on a core American cultural value, rugged individualism. Drawing on recent scholarhip that emphasizes the rhetorical, mythical bases of advertising imagery, the inquiry identifies seven bipolar tensions underlying the expression of rugged individualism in contemporary print advertisements. |
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