Commercializing Women

"Commercializing Women is a collection of original essays intended to stimulate discussion about the depictions of women in Asian media. The authors explain how the underlying philosophical and cultural contexts that shape the life experiences of women in Asia are reflected in the media portrayals, especially in advertising. They discuss the influence of Confucianism in China, Korea, Taiwan, and Singapore; the traditional Hindu beliefs that have shaped life for women in India; and finally the role of Islam in constructing social norms for women in Islamic countries like Pakistan. Together these traditional influences along with the new and emerging global cultural values inherent in the media, weave a set of conditions that create the context for images of women in Asian media. Through a sampling of countries in Asia, the authors are able to explore and compare the underlying issues that affect the commercial representation of women in the region." "By drawing on a range of methodologies this book provides scholars with an understanding of the representation of women in advertising from the point of view of message producers who view Asian women as a growing market for clothing and beauty products, as well as from the point of view of many Asian women who see these commercial messages as tools for either subjugation or empowerment."--BOOK JACKET.

Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

Discusses the quiet revolution, the surge of women into the work force which has transformed the consumer marketplace. Describes in detail how demographics and attitudes among women affect their behavior affect their behavior in the marketplace as consumers.

This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast

This collection brings together leading scholars and practitioners with a variety of interests as related to women entrepreneurs. Taking a unique scholarly-practice approach, Crittenden builds an enticing story around several key variables that influence go-to-market strategies for women entrepreneurs.

Social Marketing for Public Health examines how social marketing is used as a strategy for changing health behavior in the world today. Addressing issues and trends in social marketing and public health globally, it highlights successful and measurable health behavior-changing campaigns launched by the governments, by a combination of the governments and citizens, or by the citizens themselves in various countries. Each chapter focuses on one selected country, making the content very accessible. The text provides an in-depth and up-to-date treatment of the subject matter. Important Notice: The digital edition of this book is missing some of the images or content found in the physical edition.