Re-coding gender representations: Women, cleaning products, and advertising's "New Man"
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Authors: Elliott, R., Eccles, S. and Hodgson, M.
Journal: International Journal of Research in Marketing
Consumer interpretations of attempts to re-code gender representations in TV advertising for household cleaning products are explored using a protocol interpretive methodology. The ways in which women are able to resist the process of "hyperreality" and maintain distinctions between their everyday lived world and simulations are discussed in relation to the use of "schemer schema.". © 1993.