search query: @indexterm scientific methods / total: 71
reference: 16 / 71
| Author: | Stern, B. B. |
| Title: | Feminist literary criticism and the deconstruction of ads: A postmodern view of advertising and consumer responses. |
| Journal: | Journal of Consumer Research
1993 : MAR, VOL. 19:4, p. 556-566 |
| Index terms: | CONSUMER RESEARCH ADVERTISING SCIENTIFIC METHODS CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | A feminist framework incorporates the issues of advertising as gendered text and consumer responses as gendered readings into consumer research in this article. It introduces the concept of gendered text and sets forth the "reading" methodology developed to identify it. The method is demonstrated in a feminist reading of two advertising figures - the Marlboro Man and the Dakota Woman. |
SCIMA