Luigi Manca – författare

The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers’ desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale. Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which gather a host of academicians from a wide variety of disciplines including sociology, psychology, literature, fine arts, history, religious studies, communication, and media studies. Through their expansive disciplinary expertise, the contributors bring unique insights to the analysis of the advertising page. The collection’s cross-disciplinary investigation also examines gender images and narratives which, in the advertising page, are frequently associated with utopian fantasies. The analyses offered in Utopian Images and Narratives in Advertising will appeal to any scholar or student engaged in mass media, communication, and the effect of advertising and consumerism on individuals and cultures.

The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers’ desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale. Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which gather a host of academicians from a wide variety of disciplines including sociology, psychology, literature, fine arts, history, religious studies, communication, and media studies. Through their expansive disciplinary expertise, the contributors bring unique insights to the analysis of the advertising page. The collection’s cross-disciplinary investigation also examines gender images and narratives which, in the advertising page, are frequently associated with utopian fantasies. The analyses offered in Utopian Images and Narratives in Advertising will appeal to any scholar or student engaged in mass media, communication, and the effect of advertising and consumerism on individuals and cultures.

This is a collection of essays about the media, the environment, and the whole of humanity at the brink of extinction. As the demands of overpopulation and of an unsustainable consumer economy dry up existing natural resources and destroy vital ecosystems that we need to survive, the corporate-controlled media saturate worldwide audiences with a barrage of hypnotic images and narratives to stimulate over-consumption and to distract us from the consequences of rampant consumerism, while remaining silent about the systematic destruction of the environment and our future. Academicians from the across the sciences, the social sciences, the arts, and the humanities engage in an interdisciplinary discussion informed by a vision of an interconnected humanity and focused on the role of the media in forging public discourse. Contributors to the collection argue that today’s media are failing humanity. Rather than providing pictures of reality on which the world’s citizens can act, the corporate-controlled media are widely used as instruments of commercial and political propaganda, creating an immense web of images and narratives that their creators know to be not true–-fabrications designed to sell, to manipulate, in a sense to enslave worldwide audiences. At the core of the discussion in this book is a utopian vision of one unified humanity—billions of people whose destinies and dreams are imbricated and interdependent, and who share the same world, the same habitats. It is a vision of a world that cherishes diversity but is also united—a world where our differences are no longer a cause for conflict and where separate countries or separate ethnic or religious communities no longer have to compete or wage war to exploit available resources. As extensions of humans, the media can be instruments of salvation instead of destruction, liberation instead of oppression. But first, we must recognize the challenges we face.

In this book, Luigi Manca and Alessandra Manca examine the use of utopian imagery in magazine advertisements from the 1970s through the early 2020s. Positing that these advertisements reflect the public’s unbridled desires, rather than reality itself, the authors argue that these idealistic reflections can lead the public to be unable or unwilling to recognize real threats to democracy, social justice, and the environment. They extend this analysis to argue that political moderates have long underestimated the ability of mass media and charismatic, radical politicians to tap into the utopian dreams of millions of disillusioned—and predominantly white—Americans to leverage these dreams in order to further their own political agendas. Ultimately, this cumulative study spanning decades of advertisement history portrays a consumer utopia shaped almost exclusively by unrestrained consumer desire.