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From Overt Threat To Invisible Presence: Discursive Shifts In Representations Of Gender In Menstrual Product Advertising, Valerie Gannon, Olivia Freeman, Rachel Campbell
From Overt Threat To Invisible Presence: Discursive Shifts In Representations Of Gender In Menstrual Product Advertising, Valerie Gannon, Olivia Freeman, Rachel Campbell
Articles
The menstrual product brand ‘Always’ and its #LikeAGirl campaign has made headlines for being at the forefront of a menstrual liberation, championing female empowerment and gender equality. This paper utilises a visual discourse analysis approach (Rose, 2016) to explore the discursive shifts in ‘Always’ advertisements over the past four decades. Specifically, the question as to how the construction of menstruation has changed over time in the advertising discourse of the ‘Always’ brand is addressed. Three dominant discourses of menstruation are identified: overt threat, uncontrollable and invisible. These discourses function as strong claims to truth as they reach the everyday life …
Advertising Connoisseurs: Children's Active Engagement With And Enjoyment Of Television Advertising, Margaret-Anne Lawlor
Advertising Connoisseurs: Children's Active Engagement With And Enjoyment Of Television Advertising, Margaret-Anne Lawlor
Articles
The literature pertaining to advertising and children has tended to focus on how advertising affects children at cognitive, attitudinal and behavioural levels. A key element of the debate has been the extent to which children understand advertising as a mode of commercial communication, and the potential associated outcomes such as advertising scepticism and pester power. This paper adopts a different approach by exploring the extent to which television advertising can constitute a resource for a child's own use and enjoyment. As part of an interpretive study of a group of Irish children aged seven to nine years which explores their …
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
Articles
This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …