Women in Greek advertisements in the 1960s / by Johannis Tsoumas.

Format:

• Book

Author/Creator:

• Tsoumas, Johannis, author.

Contributor:

• Tsoumas, Johannis, editor.

Language:

English

Subjects (All):

• Women in advertising--Greece--History--20th century.
• Advertising and women--Greece--History--20th century.

Genre:

• Libros electrónicos.

Physical Description:

1 online resource (173 pages)

Edition:

1st ed.

Place of Publication:

Newcastle upon Tyne, UK : Cambridge Scholars Publishing, 2019.

Summary:

Between the poles of the Cold War era's sales promotion standards, print advertising thrived in Greece in the 1960s, particularly as it related to female consumption. What are the similarities between American women as protagonists in the world of advertising and women as consumers in 1960s Greece? Are the women portrayed in print advertisements nothing but "hybrids" of the American consumption model and the Greek consumerism boom of the era? What were the technical and esthetic, but also social and cultural connotations of female advertising in Greece at that time? How do they reflect women's position in society?Through a detailed, historical case study with a wealth of illustrations and a concise analysis of advertising communication, this book investigates hitherto unknown data, and shows the importance of the role of Greek women, not only as consumers, but primarily as protagonists in the formation of a new consumption model which had been imported from the United States.

Contents:

• Intro
• Dedication
• Contents
• List of Figures
• Acknowledgements
• Introduction
• Chapter One
• Chapter Two
• Chapter Three
• Chapter Four
• Chapter Five
• Chapter Six
• Chapter Seven
• Chapter Eight
• Conclusion
• Bibliography.

Notes:

• Description based on print version record.
• Description based on publisher supplied metadata and other sources.

ISBN:

1-5275-3490-1

OCLC:

1183030923