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Learning to Sell Sex(ism)

Advertising Students and Gender

Authors: O'Driscoll, Aileen

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  • 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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eBook $64.99
price for USA in USD (gross)
  • ISBN 978-3-319-94280-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA in USD
  • ISBN 978-3-319-94279-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $84.99
price for USA in USD
  • ISBN 978-3-030-06825-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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 reducing stereotypical 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.


About the authors

Aileen O’Driscoll is Lecturer in Media and Communications at the School of Communications, Dublin City University, Ireland.


Reviews

“This novel and original book makes a valuable contribution to understanding the formation and practices of sexism.” (Rosalind Gill, City, University of London, UK)

“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)

Table of contents (6 chapters)

Table of contents (6 chapters)
  • Introduction

    Pages 1-15

    O’Driscoll, Aileen

  • Gendered Advertising: From Text to Industry to Classroom

    Pages 17-65

    O’Driscoll, Aileen

  • We’re Just Different (But Equal): Unpacking Students’ Gendered Views

    Pages 67-111

    O’Driscoll, Aileen

  • The Reverse Stereotype and the Double Standard: Expressions of Concern About Advertising’s Treatment of Men

    Pages 113-154

    O’Driscoll, Aileen

  • The Catch-22 of Advertising Practice (and Other Deflections): Perceived Challenges to Creating Less Sexist Content

    Pages 155-198

    O’Driscoll, Aileen

Buy this book

eBook $64.99
price for USA in USD (gross)
  • ISBN 978-3-319-94280-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA in USD
  • ISBN 978-3-319-94279-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $84.99
price for USA in USD
  • ISBN 978-3-030-06825-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Learning to Sell Sex(ism)
Book Subtitle
Advertising Students and Gender
Authors
Copyright
2019
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-94280-3
DOI
10.1007/978-3-319-94280-3
Hardcover ISBN
978-3-319-94279-7
Softcover ISBN
978-3-030-06825-7
Edition Number
1
Number of Pages
X, 215
Topics