Selling Gleam: Making Steel Modern in Post-war America

Maffei, Nicolas P.

doi:10.1093/jdh/ept021

Cited by 4 publications

(2 citation statements)

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“…The American bar with its sleek and shiny surface and unadorned geometric form reflects the spirit of its time and responds to a concern for taking part in a new modern identity. As Maffei (2013) notes, shininess was a popular marketing concept and acted as a symbol of modernity in post-WWII America. Qualities like lustre, brightness and gleam were used to connote a range of meanings associated with consumer modernity, including stylishness, novelty, cleanliness and even a kind of domestic ‘magic’ (ibid.).…”

Section: Resultsmentioning

confidence: 99%

Western influences in Turkish advertising

Karamullaoglu

Sandıkçı

2019

JHRM

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Purpose This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements. Design/methodology/approach Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set. Findings The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children. Originality/value This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.

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Section: Resultsmentioning

confidence: 99%

Western influences in Turkish advertising

Karamullaoglu

Sandıkçı

2019

JHRM

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“…Fashion scholar Virginia Postrel argues that fashion's preoccupation with beauty is leaking into many consumer objects, which leads to increased attention to style and fashion in different products (Postrel 2004). This trend has an impact on product design in general, with aesthetic factors becoming an essential dimension of the design attributes (Clarke 1999;Maffei 2013).…”

Section: Background and Related Workmentioning

confidence: 99%

Fashion in Mobile Phone Design—The Emergence of Beautification, Desirability and Variation through Institutional Collaboration

Zhang

Juhlin

2016

Fashion Practice

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We study if and how fashion values, such as beautification, desirability through symbolic interaction, and high variation, are increasingly visible in mobile phone design. We unpack such possible inter-linkages by interviewing eight representatives of both industries. Their comments allow us to discuss whether a process of fashionalization is underway and, if so, how it is taking place. Our findings indicate that fashion values are visible in the design of mobile phones and are accounted for in design. Fashionalization can thus be seen as emanating from institutions related to clothing that extend to and become shared with the mobile industry, such as a shared dependency on trend agencies for color selection and joint events. This interaction, ad hoc and heterogeneous, resists being modeled as a "system," which has been suggested as a way to explain institutional work within clothing fashion. Drawing on Barbara Czarniawska's institutional theory, we propose conceptualizing the emerging institutional work in terms of "action nets." This concept makes visible flexible, situated, and ad hoc activities rather than stable and fixed organizational entities.

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Current Bibliography of the History of Science and Its Cultural Influences, 2014

2014

Isis

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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.. The University of Chicago Press andThe History of Science Society are collaborating with JSTOR to digitize, preserve and extend access to Isis.

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Selling Gleam: Making Steel Modern in Post-war America

Cited by 4 publications

References 0 publications

Western influences in Turkish advertising

Western influences in Turkish advertising

Fashion in Mobile Phone Design—The Emergence of Beautification, Desirability and Variation through Institutional Collaboration

Current Bibliography of the History of Science and Its Cultural Influences, 2014

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