Undressing the Ad: Reading Culture in Advertising (Paperback, 2, Revised)

Contents: Katherine T. Frith: Undressing the Ad: Reading Culture in Advertising ? Elizabeth Pauline Lester: Finding the Path to Signification: Undressing a Nissan Pathfinder Direct Mail Package ? Matthew P. McAllister: Sponsorship, Globalization, and the Summer Olympics ? Morris B. Holbrook/Barbara B. Stern: The Paco Man and What is Remembered: New Readings of a Hybrid Language ? Ernest M. Mayes: As Soft as Straight Gets: African American Women and Mainstream Beauty Standards in Haircare Advertising ? Linda K. Fuller: We Can’t Duck the Issue: Imbedded Advertising in the Motion Pictures ? Chemi Montes-Armenteros: Ideology in Public Service Advertisements ? Michael J. Ludwig: The Cultural Politics of Prevention: Reading Anti-Drug PSAs ? Daniel R. Nicholson: The Diesel Jeans and Workwear Advertising Campaign and the Commodification of Resistance ? Christian Vermehren: Cultural Capital: The Cultural Economy of U.S. Advertising ? Angharad N. Valdivia: The Secret of My Desire: Gender, Class, and Sexuality in Lingerie Catalogs.