Overt sexuality in advertising: A discourse analysis of gender responses

Recent developments in advertising imagery often involve the use of overt sexuality. Consumer responses to advertisements using a range of sexual explicitness are explored using a discourse analytic approach. The dominant negative themes articulated across sex and age groups concerned the use of sex-role stereotypes and the objectification of women. Dominant positive themes shared by both sexes involved equality in sexual representations and sexuality as art. Younger consumers' discourse concerned how advertising can add symbolic value to consumption by investing the products with a romantic style of sexuality which becomes a potent cultural form drawing its energy from the desires of the body. The shared dominant themes were supported by gendered interpretive repertoires. The unexpected gender consistency in dominant themes is discussed in relation to the cultural function of advertising as art in allowing women to speak more easily of their desires through consumption choices.

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Zusammenfassung Offene Darstellung von Sexualität in der Werbung: Diskursanalyse geschlechtstypischer Reaktionen Die neuere Entwicklung werblicher Darstellungsformen ist gekennzeichnet durch hÄufigere Darstellung von Sexualität. Konsumentenreaktionen auf Werbeanzeigen mit variierender sexueller Deutlichkeit werden mit Hilfe eines diskursanalytischen Ansatzes untersucht. Dominante negative Themen, die bei beiden Geschlechtern und quer durch alle Altersgruppen zur Sprache kamen, betrafen die Verwendung von Geschlechterstereotypen und die Darstellung von Frauen als Objekten. Dominante positive Themen, die ebenfalls von beiden Geschlechtern genannt werden, sind die Gleichrangigkeit der Darstellung der Geschlechter und die Darstellung der Sexualität in künstlerischer Form. Jüngere Konsumenten beschÄftigten sich mit der Frage, wie Werbung den Konsum mit symbolischem Wert anreichern kann dadurch, da\ den Produkten eine romantische Sexualität angeheftet wird. Die eigentlich nicht erwartete übereinstimmung beider Geschlechter bei den dominanten Themen wird im Zusammenhang mit der kulturellen Funktion von Werbung als neue Kunstform diskutiert, die es Frauen erlaubt, ihre Bedürfnisse leichter durch Konsumakte zu Äu\ern.

     

The politics of Europe 2004: solidarity and integration

The process of European integration has reached the limits of European solidarity—both within the member states and between them. Increasingly, Europeans are demonstrating reluctance to accept common rules, to recognise common values, to protect common interests, or to promote common objectives. Instead, Europeans appear to be expressing many different and yet interrelated forms of disaffection. Voter abstention is high, security cooperation is weak, economic confidence is low, and support for either European enlargement or institutional reform is vanishing. To respond to this crisis, European politicians need to manage expectations better, they need to accept responsibility for public policy problems, they need to explain the limits of what Europe can do, and they need to search for new formulas to meet different national challenges with common European institutions.     

The Importance of Context: The Ethical Work Climate Construct and Models of Ethical Decision Making -- An Agenda for Research

This paper examines the role which organizational context factors play in individual ethical decision making. Two general propositions are set forth, examining the linkage between ethical work climate and decision making. An agenda for research and the potential implications of the study and practice of managerial ethics are then discussed.     

How Monetary Policy can have Permanent Real Effects with Only Temporary Nominal Rigidity

A macroeconomic model is developed in which the psychological concept of loss aversion is incorporated into workers' preferences. The impact of monetary policy in the presence of loss aversion depends on the specification of the reference wage. The plausible specification that a worker's reference wage is the real wage she was paid in the previous period is considered in detail. Specifying the reference wage in this way, we show that an unanticipated change in monetary policy has a permanent, real effect when short term labour contracts are written in nominal wages.