UNIVERSITY OF EVANSVILLE: Yazdanparast has paper accepted for publication

University of Evansville

University of Evansville issued the following announcement on Feb. 28.

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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