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Daniela Pirani, Benedetta Cappellini & Vicki Harman

In: The SAGE Handbook of Consumer Culture

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

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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 ...

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