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Document Type(s):Book Chapter
Book Title:Asian Perceptions of Nature: A Critical Approach
Article/Chapter Title:Japanese Advertising Nature: A Framework of Basic Ontological Conceptions
Editor(s):Bruun, Ole; Kalland, Arne
Author(s):Moeran, Brian
Publisher Name:Curzon Press
Place of Publication:Surrey
Date of Publication:1995
Issue:no. 18
Annotation:Moeran and Skov recognize women as primary consumers and therefore view the study of advertising and media as a branch of women’s studies. By looking at women’s magazines, they deconstruct the traditional, paradigmatic binaries (e.g., nature/woman and man/culture). They consider issues such as eco-commercialism, corporate greening, politics, and fashion, and critically analyze how natural imagery is used in advertising, how natural and urban areas are connected, and how relationships between women and nature are constructed.
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