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Twentieth century female ad images: Cultural interconnections, social learning, and the dialectical logic of advertising

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  • Spears, Nancy
  • Amos, Clinton

Abstract

The study conducts a historical investigation of the linkages among the focused social learning of a few (such as ideas of feminists groups), the amplification of those ideas throughout the masses, and observable female images in ads. The Hegelian sublation or Aufgehoben dialectical framework is applied to deepen understanding of how ad strategies have reconciled multiple cultural conversations about the proper image and role of women through the years. The findings of the research reveal distinctive dialectical processes and strategies in the ever-evolving patterns of female images in ads. The results of the study indicate that the focused social learning of the few is amplified to the masses through more emergent ad female roles and images during prosperous and peaceful times and is thwarted during times of national distress.

Suggested Citation

  • Spears, Nancy & Amos, Clinton, 2014. "Twentieth century female ad images: Cultural interconnections, social learning, and the dialectical logic of advertising," Journal of Business Research, Elsevier, vol. 67(4), pages 441-448.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:441-448
    DOI: 10.1016/j.jbusres.2013.03.030
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    References listed on IDEAS

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