| Popis: |
As.a.starting.point.for.our.review.of.gender.literature.in.marketing.and. consumer.behavior,.we.have.chosen.Sidney. J..Levy’s. “Symbols. for.Sale” (1959)..Levy.opens.a.thoughtful.section.of. this.classic.article.by.stating,. “One.of.the.most.basic.dimensions.of.symbolism.is.gender”.(p..72)..Also. in.1959,.the.famous.Broadway.musical.West Side Story.expanded.to.a.full. tour.of.the.United.States..The.female.lead,.Maria,.carried.out.her.role.in. the.play.as.the.classic.ingenue..We.contend.that,.in.many.ways,.research. on.gender.and.consumption.has.played.out.its.role.as.ingenue.in.the.marketing.and.consumer.behavior.literature.over.the.last.50.years,.emerging. finally.in.the.past.decade.as.less.naive,.more.independent,.more.adult,.and. more.secure. The. ingenue. analogy. in. gender. research. in.marketing. and. consumer.behavior.extends.well.beyond. the.characteristics.of. the. ingenue.herself.. The. classic. ingenue. is. defined. by. her. age-that. crepuscular. moment. between.adolescence.and.adulthood-and.also.by.her.innocence..A.naif.in. a.complex,.urbane.world,.she.moves.unaware.of.the.hypocrisy,.duplicity,. and.exploitation.around.her..Often.thought.of.as.lacking.sophistication,. an.ingenue.is.credulous.and.vulnerable,.dependent.on.a.protective.paternal.figure,.and.living.in.constant.peril.of.being.exploited.or.corrupted.by. some.lurking.cad.or.villain..This.threat.is.the.central.tension.of.her.life.. The.questions.of.how.she.will.navigate.this.world.and.who.she.will.become. make.her.interesting.(Chocano,.2011). |
