Document Type

Article

Article Version

Post-print

Publication Date

2018

Abstract

This study investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. We rely on Adorno’s theory of pseudo-culture to examine how political ideologies shape cultural transformation using mass-mediated ad images. Following a content analysis and a semiotic analysis of print advertisements over a period of 48 years, we identify five major themes underlying pseudo-culture formation and the advertising strategies implemented to support these themes. This work also identifies four major tools used in pseudo-culture formation and demonstrates how pseudo-cultures may be formed, promoted, and abolished.

Comments

Copyright 2018 Sage

The author post-print has been archived here with permission from the copyright holder.

Publication Title

Journal of Macromarketing

Published Citation

Yazdanparast, Atefeh, et al. "Advertising and Pseudo-Culture: An Analysis of the Changing Portrayal of Women in Print Advertisements." Journal of Macromarketing (2018), doi:10.1177/0276146718762475.

DOI

10.1177/0276146718762475

Peer Reviewed

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