Fragments of the Body: Woman in Socialist Screen Advertising

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11210%2F22%3A10449537" target="_blank" >RIV/00216208:11210/22:10449537 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=aIvPJZKonD" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=aIvPJZKonD</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/2040350X.2022.2085363" target="_blank" >10.1080/2040350X.2022.2085363</a>

Result language
angličtina
Original language name
Fragments of the Body: Woman in Socialist Screen Advertising
Original language description
The advertising of state socialism is often referred to as a paradox or oxymoron, yet it has produced images that shaped the consumer imagination and consumer values of socialist society. One of the critical topics in Czechoslovak socialist television advertising discourse was using an actor or a model. The socialist values of leveled consumption refused to promote consumption for property and create social distinctions through advertising and consumption. These beliefs fundamentally shaped the image of the body in socialist advertising. In this text, therefore, I discuss how the morality of socialist advertising, together with the evolving gender discourse, supported the methods of hiding, masking, or fragmenting the female body in socialist screen advertising. Based on the analysis of a vast corpus of advertisements, I follow the development of this trend from the 1960s to the 1980s, compare screen advertising with other types of advertising media, and argue that the reason for restraint in the explicit representation of the female body was, among other things, the specific hierarchy of the media in the geography of the consumer imagination of socialist Czechoslovakia.
Czech name
—
Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
60405 - Studies on Film, Radio and Television

Project
<a href="/en/project/EF16_019%2F0000734" target="_blank" >EF16_019/0000734: Creativity and Adaptability as Conditions of the Success of Europe in an Interrelated World</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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