Contribution to Book
Constructing Gender: Gender Inversion and Expansionist Ads in Cosmopolitan Magazine
Proceedings of the Third Conference on Gender, Marketing and Consumer Behavior
(1996)
Abstract
Gender inversion and gender expansionist ads in Cosmopolitan in the 1970s-1980s borrowed from feminist paradigms of gender construction to paradoxically promote an underlying essentialist message of gender difference and to reinforce a different valuation of gender roles. The means by which advertisers co-opted feminist ideology and marketers` reasons are examined.
Disciplines
Publication Date
June, 1996
Editor
Janeen Arnold Costa
Publisher
David Eccles School of Business, University of Utah
Citation Information
Joyce D. Hammond. "Constructing Gender: Gender Inversion and Expansionist Ads in Cosmopolitan Magazine" Salt Lake City, UtahProceedings of the Third Conference on Gender, Marketing and Consumer Behavior (1996) Available at: http://works.bepress.com/joyce_hammond/23/