I can't believe it's not Bakhtin! Literary theory, postmodern advertising, and the gender agenda

Stephen Brown, Lorna Stevens, Pauline Maclaran

Research output: Contribution to journalArticle

37 Citations (Scopus)

Abstract

Taking the literary theories of Mikhail Bakhtin as a starting point, the authors offer three gendered readings of a postmodern advertisement for Moët & Chandon champagne. They commence with a discussion of the influence of gender on textual interpretation; continue with an outline of Bakhtin's key concepts, with particular reference to gender; present three contrasting readings of Moët's postmodern advertisement; and conclude with a discussion of their interpretations together with some reflexive reflections on the gender agenda. Though not claiming to offer a comprehensive introduction to Bakhtin, they do try to exemplify, in a quasicarnivalesque mode of exposition, something of the character of that supremely gifted thinker and to demonstrate the insights his concepts provide in relation to gendered readings of advertising texts.

Original languageEnglish
Pages (from-to)10-24
Number of pages15
JournalJournal of Advertising
Volume28
Issue number1
DOIs
Publication statusPublished - 1 Mar 1999

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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