Women's life-stories in narrative advertisements: ideal subject/subject positioning

Soon, P.S. (2009) Women's life-stories in narrative advertisements: ideal subject/subject positioning. In: Pr ding of 2009 International Conference on Social Sciences and Humanities, 9-11 Oct 2009, Singapore.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Life- story, narrative ads, ideal audience, subject positioning, female Subjectivity.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Mr. Mohd Samsul Ismail
Date Deposited: 18 Dec 2014 01:12
Last Modified: 18 Dec 2014 01:12
URI: http://eprints.um.edu.my/id/eprint/11113

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