“Red time is me time” advertising, ambivalence, and women’s magazines

Lorna Stevens, Pauline Maclaran, Stephen Brown

Research output: Contribution to journalArticlepeer-review

28 Citations (SciVal)


This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a U.K. women’s magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and “me time” as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.

Original languageEnglish
Pages (from-to)35-45
Number of pages11
JournalJournal of Advertising
Issue number1
Publication statusPublished - 2003

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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