Advertisements as Cultural Texts
Looking at Homemakers and Mothers in Mandate Palestine
Bibliographic Data
| ID | 21747784 |
|---|---|
| Authors | Shahar Marnin-Distelfeld (0000-0002-9112-9592, Twitter (United States), corresponding author) |
| Year | 2022 |
| Volume | 29 |
| Issue | 3 |
| Pages | 178-193 |
| Publication date | 2022-07-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Visual Communication Quarterly (JOURNAL) |
| Journal identifiers | ISSN: 1555-1393 • E-ISSN: 1555-1407 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15551393.2022.2096032 |
| OpenAlex | W4283739068 |
| Language | EN |
| References cited | 18 |
This article examines representations of homemakers and mothers occurring in ads appearing during Mandate Palestine. It is based on comprehensive research of about 150 ads, from dailies, women’s magazines, and manuals published in Hebrew at that time. In all ads, a feminine figure appears as the main character. The ads are analyzed, extracting the meanings inherent in them regarding the role and social status of the Hebrew homemaker, as a key to understanding the worldviews prevalent in the Yishuv. This premise perceives the ads as cultural texts, aiming for an effective communication with their audience. Decoding these ads is done according to theories taken from semiotics and cultural studies in relation to historical knowledge of Hebrew homemakers of the Yishuv. Three dominant ideologies were explored underlying the ads: Hebrew nationalism, modern domesticity, and the ideology of science. The strategies used by advertisers are also discussed, in themselves a significant tool for constructing meaning
Art · Hebrew · Ideology · Linguistics · Literature · Mandate · Media studies · Nationalism · Political science · Politics · Premise · Sociology · Agricultural and Environmental Management · Jewish and Middle Eastern Studies · Law · Middle East Politics and Society · Philosophy · Psychology
Social mindscapes
Gender Advertisements
Consuming Images
Introduction to Communication Studies
Goffman’s Gender Advertisements revisited
A system for image-text relations in new (and old) media
How language and image construct synaesthetic metaphors in print advertising
Images of Men and Women in Mobile Phone Advertisements
We Are Here to Bring the West, Not Only to Ourselves
Help for housewives
Gender Stereotyping in Newspaper Advertisements
Outside the Head and Outside Individualism-Collectivism
Zionist eugenics, mixed marriage, and the creation of a 'new Jewish type
| Citation velocity | historical |
|---|---|
| Highly cited | No |