Women's life-stories in narrative advertisements: ideal subject/subject positioning
Story telling is important in advertising as a means to influence consumer perception. The aim of this paper is to examine how subject positioning inscribed into narrative ads featuring life-stories of women is integral to the construction of an ideal audience, which in turn has implications that go...
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| Format: | Conference or Workshop Item |
| Language: | English |
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2009
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| Online Access: | http://eprints.um.edu.my/11113/1/Women%27s_Life.pdf |
| Summary: | Story telling is important in advertising as a means to influence consumer perception. The aim of this paper is to examine how subject positioning inscribed into narrative ads featuring life-stories of women is integral to the construction of an ideal audience, which in turn has implications that go beyond product- or brand-perception to that of female subjectivity. |
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