The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture

Chapter 18: Who Takes the First Bite? A Critical Overview of Gender Representations in Food Advertising

Who Takes the First Bite? A Critical Overview of Gender Representations in Food Advertising

Who Takes the First Bite? A Critical Overview of Gender Representations in Food Advertising
Daniela PiraniBenedetta CappelliniVicki Harman

Introduction: Blame it on Eve – Literature, Gender Representations and Food Advertising

Advertising is a powerful device that helps to shape our understanding of contemporary consumer culture, provides information about social identities and acts as an important reference point for our own consumption practices. Furthermore, advertisements are ‘socio-political artefacts’ capable of revealing hegemonic powers (Borgerson & Schroeder, 2002: 571). The broader consideration that informs this study is that representations are powerful, but equally of importance is the way that scholars talk and write about them. Thus, when considering how gender is represented in advertising it ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles