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.
Publication Title
Journal of Macromarketing
Repository Citation
Yazdanparast, Atefeh; Naderi, Iman; Spears, Nancy; and Fabrize, Robert O., "Advertising and Pseudo-Culture: An Analysis of the Changing Portrayal of Women in Print Advertisements" (2018). Business Faculty Publications. 184.
https://digitalcommons.fairfield.edu/business-facultypubs/184
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
Comments
Copyright 2018 Sage
The author post-print has been archived here with permission from the copyright holder.