Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart us...Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart use of various rhetorical devices. Based on some examples, this paper discusses the linguistic characteristics of English business advertisements targeted on female customers.展开更多
In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The televis...In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The television programs were Desperate Housewives, a program targeted toward females, and Blue Mountain State, a program targeted toward male teenagers. The results of the study were analyzed using social cognition research, and ultimately determined that teenagers have become the predominant target audience for advertisers than women.展开更多
In How to Read Lacan, noted cultural theorist, Slavoj Zizek, addresses a ＂comedic,＂ British, beer commercial to highlight an element of Lacanian psychoanalysis （i.e., obj et petit a）. Although his use of the comm...In How to Read Lacan, noted cultural theorist, Slavoj Zizek, addresses a ＂comedic,＂ British, beer commercial to highlight an element of Lacanian psychoanalysis （i.e., obj et petit a）. Although his use of the commercial serves his purpose, Zizek only dedicates one paragraph to it. This work significantly expands Zizek＇s initial interpretation by （1） contextualizing the commercial＇s plotline via comparison to other, similar mythological plots; （2） examining how the visual arrangement and narrative structure work to construct gender; and （3） addressing beauty via the Lacanian ＂demand＂ and ＂desires＂ made manifest within the text.展开更多
Contemporary organizations need leaders. Not only the ones, who will manage, but managers, who will be able to lead, create a vision, co-operate with people, eliminate barriers, and find new solutions. Success in the ...Contemporary organizations need leaders. Not only the ones, who will manage, but managers, who will be able to lead, create a vision, co-operate with people, eliminate barriers, and find new solutions. Success in the organization management no more depends on the person, who manages （man or woman）, but on how he or she directs it and how he or she achieves the goals. The world is opening to the leadership of women, although this process is still not fast enough. For many organizations, women in the role of leaders have become a big chance, but also a challenge. Breaking stereotypes about the women leaders for many organizations is still not easy. We have to remember that the leader is not about sex, but state of mind and qualities which enable achievement of the objectives inaccessible to others. The key question, therefore, is not about whom the leader is but what kind of personalities is, skills or qualifications are the most important if we look for leaders. This paper focuses on indicating how the leadership of women influences an organization.展开更多
The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society th...The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society through advertisement？＂ and ＂Have these portrayals been changed during the past decades？＂ The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways： stereotyped, idealized, and plural portrayals. Our results have revealed that some specific images have changed, however, they continued to be stereotyped and idealized.展开更多
Looking at the last decades of the 19th and 20th century from our vantage point encourages parallels to be drawn between the two periods： in fact, both are affected by a process of cultural fragmentation, social, and...Looking at the last decades of the 19th and 20th century from our vantage point encourages parallels to be drawn between the two periods： in fact, both are affected by a process of cultural fragmentation, social, and epistemological transformations and crises that permeate the whole civil society. In the specific field of English literature, the genre of the fantastic is undoubtedly a common presence. In Fantasy： The Literature of Subversion, Jackson （1981） noted the re-emergence of the fantastic as a transgressive force at moments of cultural stress and repression. Waugh （1995） held a similar view in The Harvest of the Sixties. At the end of the 20th century, in its postmodernist shape, fantastic literature becomes one of the favourite genres of a number of feminist writers, and among them, Jeanette Winterson transforms it into a truly transgressive genre. This paper examines Winterson＇s The Passion （1996） and Sexing the Cherry （1990） in the light of Jackson＇s theory of the fantastic, as a narrative that establishes an oppositional dialogic relationship with the ＂real＂, to interrogate it and collapse the traditional distinction between the normative and the ＂other＂. In The Passion, the real is signified by the dominant ideological discourse, exemplified by Napoleon; the fantastic by Villanelle＇s webbed feet and her ability to walk on water. In Sexing the Cherry, the real is represented by the Puritans with their bigoted and hypocritical morality; the fantastic by the huge Dog-Woman and her foundling son, Jordan. Besides, in both novels, the female body is metamorphosed to challenge the view of a ＂normal＂, acceptable femininity; what emerges is a monstrous and sublime body that collapses distinctions between gender boundaries. In Sexing the Cherry （1990）, Winterson created the grotesque, gigantic body of the Dog-Woman, a figure of Kristevan ＂abjection＂. In The Passion （1996）, she gave life to the hybrid body of Villanelle, an oxymoronic combination of the terrible beautiful. The conclusion of the paper argues that Winterson deploys the fantastic to deconstruct the gendered subject of the dominant signifying order and create a dislocated world outside commercial culture, where new voices can be heard, speaking for unheard, neglected groups, particularly women.展开更多
文摘Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart use of various rhetorical devices. Based on some examples, this paper discusses the linguistic characteristics of English business advertisements targeted on female customers.
文摘In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The television programs were Desperate Housewives, a program targeted toward females, and Blue Mountain State, a program targeted toward male teenagers. The results of the study were analyzed using social cognition research, and ultimately determined that teenagers have become the predominant target audience for advertisers than women.
文摘In How to Read Lacan, noted cultural theorist, Slavoj Zizek, addresses a ＂comedic,＂ British, beer commercial to highlight an element of Lacanian psychoanalysis （i.e., obj et petit a）. Although his use of the commercial serves his purpose, Zizek only dedicates one paragraph to it. This work significantly expands Zizek＇s initial interpretation by （1） contextualizing the commercial＇s plotline via comparison to other, similar mythological plots; （2） examining how the visual arrangement and narrative structure work to construct gender; and （3） addressing beauty via the Lacanian ＂demand＂ and ＂desires＂ made manifest within the text.
文摘Contemporary organizations need leaders. Not only the ones, who will manage, but managers, who will be able to lead, create a vision, co-operate with people, eliminate barriers, and find new solutions. Success in the organization management no more depends on the person, who manages （man or woman）, but on how he or she directs it and how he or she achieves the goals. The world is opening to the leadership of women, although this process is still not fast enough. For many organizations, women in the role of leaders have become a big chance, but also a challenge. Breaking stereotypes about the women leaders for many organizations is still not easy. We have to remember that the leader is not about sex, but state of mind and qualities which enable achievement of the objectives inaccessible to others. The key question, therefore, is not about whom the leader is but what kind of personalities is, skills or qualifications are the most important if we look for leaders. This paper focuses on indicating how the leadership of women influences an organization.
文摘The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society through advertisement？＂ and ＂Have these portrayals been changed during the past decades？＂ The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways： stereotyped, idealized, and plural portrayals. Our results have revealed that some specific images have changed, however, they continued to be stereotyped and idealized.
文摘Looking at the last decades of the 19th and 20th century from our vantage point encourages parallels to be drawn between the two periods： in fact, both are affected by a process of cultural fragmentation, social, and epistemological transformations and crises that permeate the whole civil society. In the specific field of English literature, the genre of the fantastic is undoubtedly a common presence. In Fantasy： The Literature of Subversion, Jackson （1981） noted the re-emergence of the fantastic as a transgressive force at moments of cultural stress and repression. Waugh （1995） held a similar view in The Harvest of the Sixties. At the end of the 20th century, in its postmodernist shape, fantastic literature becomes one of the favourite genres of a number of feminist writers, and among them, Jeanette Winterson transforms it into a truly transgressive genre. This paper examines Winterson＇s The Passion （1996） and Sexing the Cherry （1990） in the light of Jackson＇s theory of the fantastic, as a narrative that establishes an oppositional dialogic relationship with the ＂real＂, to interrogate it and collapse the traditional distinction between the normative and the ＂other＂. In The Passion, the real is signified by the dominant ideological discourse, exemplified by Napoleon; the fantastic by Villanelle＇s webbed feet and her ability to walk on water. In Sexing the Cherry, the real is represented by the Puritans with their bigoted and hypocritical morality; the fantastic by the huge Dog-Woman and her foundling son, Jordan. Besides, in both novels, the female body is metamorphosed to challenge the view of a ＂normal＂, acceptable femininity; what emerges is a monstrous and sublime body that collapses distinctions between gender boundaries. In Sexing the Cherry （1990）, Winterson created the grotesque, gigantic body of the Dog-Woman, a figure of Kristevan ＂abjection＂. In The Passion （1996）, she gave life to the hybrid body of Villanelle, an oxymoronic combination of the terrible beautiful. The conclusion of the paper argues that Winterson deploys the fantastic to deconstruct the gendered subject of the dominant signifying order and create a dislocated world outside commercial culture, where new voices can be heard, speaking for unheard, neglected groups, particularly women.
