Paula Green’s feminist activism
Changing America through advertising
Bibliographic Data
| ID | 12689294 |
|---|---|
| Authors | T E Tunc (0000-0002-2922-3916, Department of American Culture and Literature, Hacettepe University, Ankara, Turkey, corresponding author), Annessa Ann Babic (0000-0002-2335-9302, Independent Researcher, New York, USA) |
| Year | 2021 |
| Volume | 23 |
| Issue | 2 |
| Pages | 425-439 |
| Publication date | 2021-09-17 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Feminist Media Studies (JOURNAL) |
| Journal identifiers | ISSN: 1468-0777 • E-ISSN: 1471-5902 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/14680777.2021.1979071 |
| OpenAlex | W3201172655 |
| Language | EN |
| Citations received | 1 |
| References cited | 7 |
A pioneer of women in advertising and television media, Paula Green (1927–2015) is arguably best remembered for her copy for the Avis “We Try Harder” campaign that revolutionized Madison Avenue in the 1960s. While Green certainly flourished at Doyle Dane Bernbach, by the end of the decade, she had reached the highest position available to her at the agency. It was at this point she decided to establish her own firm, Green Dolmatch. As its president, creative director, and co-owner, Green was no longer beholden to the corporate mainstream. Consequently, as this article will argue, over the course of the 1970s, she selected projects that showcased women’s concerns, deploying high-profile radio, television, and print campaigns to convey personal and political cause-driven social messages. Ultimately, Green’s feminist media campaigns became watersheds in the industry, helping to transform public attitudes towards women’s issues and the way the American media handles activist causes today
Advertising · Advertising campaign · Agency (philosophy · Business · Mainstream · Media studies · Political science · Politics · Social science · Sociology · Fashion and Cultural Textiles · Graphic Design and Typography · Law · Visual Culture and Art Theory
| Unique citing works | 1 |
|---|---|
| Citations per year | 0.25 |
| Citation span | 2022 - 2022 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |