Advertising and Reality

Amir Hetsroni is an associate professor in the school of communication at Ariel University Center, Israel. A study published in 2008 in the Journal of Advertising listed Dr. Hetsroni among the one-hundred most prolific authors in advertising scholarly journals over the last decade.

As one who has been in the business as well as a teacher, I believe this is a book for both educators and practitioners to have on their shelves. The global perspectives are valuable and the list of authors and their backgrounds helps frame the points of view expressed. Our thanks to Amir Hetsroni for compiling this resource.

• Introduction Section I: Views, Times and Places 1. Mass Moralizing - Phil Hopkins 2. The Disintegration of the Box: Narrativity, Performance and Translation in Television Commercials - Dror Abend-Davidbr 3. Values in Israeli Advertising: A Decade-Long Observation - Amir Hetsroni4. Between Real and Pseudo Real in Japanese and American Television Advertising - Michael Maynard5. God, Religion and Advertising: A Hard Sell - Yoel Cohen6. Arab and Western Images in Middle East Satellite Television Advertising - Shaheed Nick Mohammed7. Nostalgia: Reflections on Periodical Representations in Advertising - Amir Hetsroni Section II: Demography 8. Seeing ourselves as the Adman Sees us? The Representation and Portrayal of Older People in Advertising - Peter Simcock9. Ethnically Targeted Advertising and Social Meaning: An Analysis of Representation in Spanish Language Advertising - Christopher Chávez, Meghan Moran and Sandra Ball-Rokeach10. Celebrity Advertising: The Asian Perspective - Wei-Na Lee and Sejung Marina Choi Section III: Gender 11. Masculinity and Femininity in Advertising - Narissra Maria Punyanunt-Carter, Daniel Linden and Kent Truett12. Sex sells, but to whom and at what price? Sexual images of African American and Caucasian women in magazine advertising - Linda Godbold Kean and Shekinah Thomas13. Objectionable Content on Mainstream Advertising: How much Sex and Violence do TV Commercials Actually Carry and What Does the Public Think of That? - Amir Hetsroni14. International Clothing, Accessories and Dress Codes: Women's wardrobe from Spain, Portugal and China - Paloma Díaz Soloaga and Natalia Quintas Froufe About the Contributors