In Abgrenzung zu Wesensbestimmungen als „kulturindustriell“ oder „faschistoid“ sollen die idealisierten und perfekten Körper der Werbung einer erneuten, subversiven Lesart unterzogen werden. Nicht um eine typische Werbeästhetik oder einen idealisierenden Umgang der Werbung mit ihren Körperbildern per se zu verteidigen, sondern um gängigen kritischen Theorien und ihrem ausweglosen Kulturpessimismus andere mögliche und für den/die Betrachter/in produktive und ermächtigende Lesarten entgegenzusetzen.
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Ratna Noviani: Narratives of Class in Indonesian TV Commercials
Class is often inscribed in advertising imagery. Advertisements produce and reproduce distinctive markers to signify class subjects and class relations. This study is concerned with the way in which class distinctions are represented in Indonesian television advertisements. Desires of social climbing and class-passing, which are expressed in the studied advertisements by involving the notion of gender, have gained particular consideration. It has been demonstrated that advertising narratives in Indonesia were driven by a middle class perspective. Codes of masculinity and femininity are also differently functionalized by the advertisements to narrativize class distinctions.