| Автор | Jackson, Peter |
| Дата выпуска | 1994 |
| dc.description | AbstractDuring the 1980s, men's bodies began to appear with increasing frequency in television, cinema and billboard advertising. The advertisers’ preferred image of masculinity has generally been young, white, able‐bodied and staunchly heterosexual. This paper explores a partial exception to these generalisations: Ogilvy & Mather's highly successful relaunch of the soft drink, Lucozade. By using selected images of black male bodies and their popular associations with sporting and sexual prowess, Lucozade was able to shake off its long‐established associations with sickness and convalescence, becoming a popular ‘in‐health’ drink with a revitalised and revitalising image. The paper places contemporary representations of black men in British advertising in relation to wider changes in attitudes towards gender, sexuality and ‘race’, arguing that the success of the Lucozade campaign depended not so much on general associations between sport and ‘race’, manliness and muscularity, as on the reader's (socially constructed) knowledge of the particular personalities represented. This assumed knowledge effectively suppresses the more threatening aspects of a stereotypically anonymous and rapacious black male sexuality, provoking desire without evoking dread. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Black male: Advertising and the cultural politics of masculinity |
| Тип | research-article |
| DOI | 10.1080/09663699408721200 |
| Electronic ISSN | 1360-0524 |
| Print ISSN | 0966-369X |
| Журнал | Gender, Place & Culture |
| Том | 1 |
| Первая страница | 49 |
| Последняя страница | 59 |
| Аффилиация | Jackson, Peter; Department of Geography, University of Sheffield |
| Выпуск | 1 |
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