Posted: Wednesday, February 28, 2018

Atefeh Yazdanparast, assistant professor of marketing and Mead Johnson Endowed Chair in Business, has had a paper accepted for publication in the Journal of Macromarketing. The paper is titled "Advertising and Pseudo-Culture: An Analysis of the Changing Portrayal of Women in Print Advertising."

It follows a content analysis and a semiotic analysis of print advertisements over a period of 48 years and investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. Drawing on the theory of pseudo-culture, the research develops a conceptual framework underlying pseudo-culture formation themes and identifies major tools/processes through which pseudo-cultures may be formed, promoted, and/or abolished.

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