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

Stephen Brown; Lorna Stevens; Pauline Maclaran

doi:10.1080/00913367.1999.10673573

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

Stephen Brown, Lorna Stevens, Pauline Maclaran

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52 Citations (SciVal)

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 language	English
Pages (from-to)	10-24
Number of pages	15
Journal	Journal of Advertising
Volume	28
Issue number	1
DOIs	https://doi.org/10.1080/00913367.1999.10673573
Publication status	Published - 1 Mar 1999

ASJC Scopus subject areas

Business and International Management
Communication
Marketing

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10.1080/00913367.1999.10673573

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

Abstract

ASJC Scopus subject areas

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