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Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Open Access Theses & Dissertations
ABSTRACT
Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …