Fragments of the Body: Woman in Socialist Screen Advertising

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Fragments of the Body: Woman in Socialist Screen Advertising

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Fragments of the Body: Woman in Socialist Screen Advertising

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

60405 - Studies on Film, Radio and Television

Projekt

<a href="/cs/project/EF16_019%2F0000734" target="_blank" >EF16_019/0000734: Kreativita a adaptabilita jako předpoklad úspěchu Evropy v propojeném světě</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Studies in Eastern European Cinema [online]

ISSN

2040-3518

e-ISSN

—

Svazek periodika

Neuveden

Číslo periodika v rámci svazku

16 Jun 2022

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

17

Strana od-do

-

Kód UT WoS článku

000812072500001

EID výsledku v databázi Scopus

2-s2.0-85132272258