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Marketing the television apparatus for American consumption: Producing meaning in contemporary magazine advertisements

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Date Issued:
2006
Summary:
Contemporary magazine ads for television sets have much in common with their post WWII counterparts, the latter being produced during an era when the new technology was first getting installed in homes across the United States. Much has changed in the TV landscape since the postwar years. In particular, digital technology has altered the general terrain and set choices themselves are more diverse. Digital television began penetrating the marketplace in the 1990s and is predicted to become mainstream by 2010. Even though the cultural climate has shifted since the postwar era, along with the concept of the familial and traditional notions of gender, the rhetorical strategies in advertising are strikingly similar. This essay examines 11 national ads by Sharp, Philips, Panasonic and Pioneer taken from contemporary popular women's magazines between the years 1998 and 2005. This essay considers the discourses attached to the evolved television apparatus as its digital incarnation is introduced into the private sphere of American homes. Each of the ads is placed within the framework of political economy, reading changes in the ad industry and the broadcast industry in such a context.
Title: Marketing the television apparatus for American consumption: Producing meaning in contemporary magazine advertisements.
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Name(s): Maskevich, Kimberly J.
Florida Atlantic University, Degree grantor
Freedman, Eric M., Thesis advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Issuance: monographic
Date Issued: 2006
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 99 p.
Language(s): English
Summary: Contemporary magazine ads for television sets have much in common with their post WWII counterparts, the latter being produced during an era when the new technology was first getting installed in homes across the United States. Much has changed in the TV landscape since the postwar years. In particular, digital technology has altered the general terrain and set choices themselves are more diverse. Digital television began penetrating the marketplace in the 1990s and is predicted to become mainstream by 2010. Even though the cultural climate has shifted since the postwar era, along with the concept of the familial and traditional notions of gender, the rhetorical strategies in advertising are strikingly similar. This essay examines 11 national ads by Sharp, Philips, Panasonic and Pioneer taken from contemporary popular women's magazines between the years 1998 and 2005. This essay considers the discourses attached to the evolved television apparatus as its digital incarnation is introduced into the private sphere of American homes. Each of the ads is placed within the framework of political economy, reading changes in the ad industry and the broadcast industry in such a context.
Identifier: 9780542574207 (isbn), 13331 (digitool), FADT13331 (IID), fau:10181 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Dorothy F. Schmidt College of Arts and Letters
Thesis (M.A.)--Florida Atlantic University, 2006.
Subject(s): Consumption (Economics)--United States
Advertising--Social aspects--United States
Television advertising--Social aspects
Communication and culture--United States
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/13331
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.