Mrs. Jekyll Meets Mrs. Hyde: The War Advertising Council, Rhetorical Norms, and the Gendered Home Front in World War II
| Autor: | James J. Kimble |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Communication
media_common.quotation_subject 05 social sciences World War II 050301 education Face (sociological concept) 050801 communication & media studies Advertising Language and Linguistics 0508 media and communications Spanish Civil War Home front Rhetorical question Depiction Sociology 0503 education Autonomy media_common |
| Zdroj: | Western Journal of Communication. 82:1-19 |
| ISSN: | 1745-1027 1057-0314 |
| DOI: | 10.1080/10570314.2017.1294707 |
| Popis: | This article presents a study of the rhetorical dynamics of patriarchal advertising in the United States during World War II. The analysis scrutinizes a series of War Advertising Council (WAC) ads that targeted a wide swath of women on the home front, doing so through the depiction of negative and positive role models. The essay concludes that in these sorts of appeals WAC tacitly relied on rhetorical norms, which acted as a gendered means of patriarchal control in the face of the increased wartime autonomy that was enjoyed by many women during the war years. |
| Databáze: | OpenAIRE |
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