Overview
- Illustrates how student attitudes serve to construct a gender discourse that is androcentric
- Explores male and female attitudes towards working on sexist ad campaigns
- Highlights the significance of the intersection of education and professional practice
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Table of contents (6 chapters)
Keywords
About this book
This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducingstereotypical and sexist content emanating from the industry.
Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.
Reviews
“Understanding the views and backgrounds of cultural producers is vitally important if we are to challenge the representations they offer. O'Driscoll's study makes a novel and valuable contribution to this project by putting advertising students, rather than professionals, under the microscope. She shows that the 'raw material' of advertising - its practitioners - is often highly conservative from the start.” (Liz Moor, Goldsmiths, University of London, UK)
Authors and Affiliations
About the author
Aileen O’Driscoll is Lecturer in Media and Communications at the School of Communications, Dublin City University, Ireland.
Bibliographic Information
Book Title: Learning to Sell Sex(ism)
Book Subtitle: Advertising Students and Gender
Authors: Aileen O'Driscoll
DOI: https://doi.org/10.1007/978-3-319-94280-3
Publisher: Palgrave Macmillan Cham
eBook Packages: Social Sciences, Social Sciences (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-3-319-94279-7Published: 06 November 2018
Softcover ISBN: 978-3-030-06825-7Published: 13 December 2018
eBook ISBN: 978-3-319-94280-3Published: 29 October 2018
Edition Number: 1
Number of Pages: X, 215
Topics: Gender Studies, Culture and Gender, Gender and Education, Marketing