School of Business
Document Type
Article
Abstract
This study investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. We rely on Adorno’s theory of pseudo-culture to examine how political ideologies shape cultural transformation using mass-mediated ad images. Following a content analysis and a semiotic analysis of print advertisements over a period of 48 years, we identify five major themes underlying pseudo-culture formation and the advertising strategies implemented to support these themes. This work also identifies four major tools used in pseudo-culture formation and demonstrates how pseudo-cultures may be formed, promoted, and abolished.
The available download on this page is the author manuscript accepted for publication. This version has undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process.
Publication Title
Journal of Macromarketing
Publication Date
2018
Volume
38
Issue
2
First Page
185
Last Page
205
ISSN
0276-1467
DOI
10.1177/0276146718762475
Keywords
adorno, cultural transformation, identity, Persia/Iran, semiotics
Repository Citation
Yazdanparast, Atefeh; Naderi, Iman; Spears, Nancy; and Fabrize, Robert O., "Advertising and pseudo-culture: An analysis of the changing portrayal of women in print advertisements" (2018). School of Business. 75.
https://commons.clarku.edu/faculty_school_of_management/75
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Copyright Conditions
Published source must be acknowledged with citation:
Yazdanparast, Atefeh, et al. "Advertising and pseudo-culture: An analysis of the changing portrayal of women in print advertisements." Journal of Macromarketing 38.2 (2018): 185-205.
Upon publication, must link to publisher version with DOI:
https://doi.org/10.1177/0276146718762475
