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David Silver & Philip Garland

In: Society Online: The Internet in Context

Chapter 10: “Shop Online!”: Advertising Female Teen Cyberculture

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“Shop Online!”: Advertising Female Teen Cyberculture
“Shop online!”: Advertising female teen cyberculture
DavidSilver, University of Washington
PhilipGarland, University of Washington

In the advertising section within the final few pages of the November 1999 issue of Seventeen, three large ads dwarf the skimpy ones for stronger, thicker, and longer hair; “World Famous Rice Necklaces”; and the Miss Teen of the Nation Pageant. The first, for, screams “sHoP onLiNE!” and offers “roam at home” e-commerce, free shipping for online orders, and a free e-mail newsletter that contains “a screenful of news, updates, sales, and other fun bits and bytes.” The second, this one for, features a family of labeled icons representing what the site offers: accessories, special deals, glam, roomwares, tunes, magstand, auctions, and videos. Below the retro, ...

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