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 | |
| Publication status | Published - 1 Mar 1999 |
ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing
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