Images of Utopia in the Advertising Page

Luigi Manca, Alessandra Manca

$140

Hardback

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English

Lexington Books
15 February 2025

Communication studies

In this book, Luigi Manca and Alessandra Manca examine the use of utopian imagery in magazine advertisements from the 1970s through the early 2020s. Positing that these advertisements reflect the public’s unbridled desires, rather than reality itself, the authors argue that these idealistic reflections can lead the public to be unable or unwilling to recognize real threats to democracy, social justice, and the environment. They extend this analysis to argue that political moderates have long underestimated the ability of mass media and charismatic, radical politicians to tap into the utopian dreams of millions of disillusioned—and predominantly white—Americans to leverage these dreams in order to further their own political agendas. Ultimately, this cumulative study spanning decades of advertisement history portrays a consumer utopia shaped almost exclusively by unrestrained consumer desire.

By: Luigi Manca, Alessandra Manca
Imprint: Lexington Books
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm, Spine: 15mm
Weight: 354g
ISBN: 9781666959147
ISBN 10: 1666959146
Pages: 114
Publication Date: 15 February 2025
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Chapter 1: Understanding the Advertising Page and the Hidden Persuaders Who Created It Chapter 2: The Concept of Advertising Utopia Chapter 3: The Maverick Utopia Chapter 4: The Inner Haven Utopia Chapter 5: The Middle-Class Utopia Chapter 6: The Upper-Class Utopia Chapter 7: The Yuppie Utopia Chapter 8: Reality Demands Our Attention

Luigi Manca is professor of communication arts at Benedictine University. Alessandra Manca is an independent scholar. Her area of research focuses on sociology and gender studies.

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Images of Utopia in the Advertising Page

Luigi Manca, Alessandra Manca

$140

Hardback

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