DOCSLIB.ORG

Product Categories As Carriers of Culture

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Product Categories As Carriers of Culture Cultural Meanings of Brands and Globalization – 1 Running Head: CULTURAL MEANINGS OF BRANDS AND GLOBALIZATION Cultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization Carlos J. Torelli* University of Minnesota Shirley Y. Y. Cheng Hong Kong Baptist University Manuscript accepted for publication in Social and Personality Psychology Compass *Correspondence address: Carlson School of Management, University of Minnesota. 3-150 CSOM, 321 - 19th Avenue South, Minneapolis, MN 55455.Phone: (612) 625-2903. Fax: (612) 624-8804. E-mail: [email protected] Acknowledgements: Preparation of this article was supported by research grants awarded to Carlos J. Torelli by the Institute for Research in Marketing and the Carlson School of Management – University of Minnesota, and also by the Graduate College of the University of Minnesota. KEYWORDS: Culture, Globalization, Brands Cultural Meanings of Brands and Globalization – 2 Abstract With globalization, the number of individuals with knowledge about multiple cultures is on the rise. This article illustrates how studying consumer reactions to brands that are loaded with cultural meanings can contribute to developing a cultural psychology of globalization. Our review demonstrates that brands can be considered cultural “products”—they are tangible, public representations of meanings and ideas shared in a culture. As such, incidental exposure to culturally symbolic brands can spontaneously evoke its attendant cultural meanings and trigger culturally appropriate behavioral decisions. Because globalization makes these brands readily available in diverse cultural contexts, consumer reactions to culturally symbolic brands often reflect people’s views about the cultural effects of globalization. Consumers would respond favorably to these brands when the associated cultural meanings reinforce the consumers’ cultural identity. In contrast, consumers would react negatively toward these brands when they are perceived to be a threat to the local culture. We identify the factors that promote one type of reaction over the other, and discuss how this line of research can further contribute to building a cultural psychology of globalization. Cultural Meanings of Brands and Globalization – 3 Cultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization Attracted by a youthful, growing population of 70 million, Mango, the Spanish clothing iconic brand whose ads feature Penelope Cruz, opened its first store in central Tehran in April 2009. Although wearing a Mango mini-skirt in public is grounds for being arrested, the aisles were crowded soon after the store opening and the venture is anticipated to quickly become profitable (Nasseri & Mulier, 2009). The sudden success of the Mango store stands out against an apparent negative sentiment toward Western fashion brands doing business in Iran – seen by politicians as a bad influence on women – which has resulted in the torching of a Benetton store during anti-Western demonstrations earlier the same year. On the surface, the question of why the Mango store succeeded shortly after the torching of the Benetton store in Tehran may seem relevant only to the owners of the corresponding brands, and perhaps also to those marketers attempting to tap into the Iranian or other Middle Eastern markets. However, situations like the ones just described illustrate the mixed cultural impact of globalization. Globalization—the acceleration and intensification of economic interaction among the people, companies, and governments of different nations—has tremendously increased the frequency and intensity of intercultural contacts (Carnegie_Endowment_for_International_Peace, 2007). This has brought about cultural changes to which people often exhibit contrasting reactions. On the one hand, globalization enthusiasts envision the rise of cultural cosmopolitanism marked by a zest for wide international experience and acknowledgements of the otherness of those who are culturally different (Appiah, 2006). Under this view, the success of the Mango store in Tehran may reflect an embracement of a global identity by some segments of the Iranian society. On the other hand, increased cultural Cultural Meanings of Brands and Globalization – 4 exposure may incite nationalistic, parochial, and exclusionary resistance against foreign cultures, which could even lead to clashes of civilizations (Barber, 1996; Huntington, 1996), as reflected in the torching of the Benetton store in Tehran in response to the fear that the store is contaminating traditional Iranian culture. Although the dominant perspectives in cultural psychology have deepened our understanding of cultural variations in a variety of psychological phenomena, they have been largely silent on the cultural impacts of globalization (Chiu & Cheng, 2007). This article aims to fill this gap by studying how people’s reactions to cultural “products” can help to build a cultural psychology of globalization. Drawing on the notion that cultural “products” are tangible, public representations of meanings and ideas shared in a culture (Markus & Hamedani, 2007; Morling & Lamoreaux, 2008), as well as on findings showing that some consumer brands can be regarded as cultural products (Aaker, Benet-Martinez, & Garolera, 2001; Torelli, Keh, & Chiu, 2010), we argue that people’s reactions to culturally symbolic brands often reflect their views about the cultural effects of globalization. The global presence of some culturally symbolic brands (Coca- Cola or McDonald’s–symbols of global capitalism) is often cited as a key aspect of globalization (Chiu & Cheng, 2007). Indeed, for many consumers in developing markets, who have limited direct global experience due to the lack of Internet access or opportunities of international travel, these brands could be a primary source of foreign cultural exposure. Building upon and extending previous work on bicultural priming and globalization (e.g., Alter & Kwan, 2009; Briley, Morris, & Simonson, 2005; Y.-Y. Hong, Morris, Chiu, & Benet- Martinez, 2000; Ng, 2010), this article illustrates how studying people’s interactions with culturally symbolic brands can help to uncover the effects of globalization on both sociocultural environments (i.e., public representations of local and foreign cultures) and psychological Cultural Meanings of Brands and Globalization – 5 processes—the two central aspects of cultural psychology (Markus & Hamedani, 2007; Morling & Lamoreaux, 2008). More specifically, we first review the evidence for considering brands as cultural symbols, or as public representations of cultures. As such, culturally symbolic brands can embody the distinctive characteristics of the associated culture and exposure to these brands can automatically activate its associated cultural meanings. We then review recent research showing the different ways in which people engage with the cultural meanings in brands, and discuss how the psychological processes triggered by these engagements can help to build a cultural psychology of globalization. We close by suggesting avenues for future research. Brands as Public Representations of Cultures People buy products not only for what they do, but also for what the product means (Levy, 1959). To establish certain desirable and distinctive brand meanings in the minds of consumers, marketers strategically select brand logos and spokespersons that align with these distinctive meanings, and carefully choose elements in advertisements, websites, or retail stores to reinforce such meanings (Keller, 2007). Because brand meanings are the product of social consensus building (Krauss & Fussell, 1996), not all attempts at creating intended abstract brand meanings succeed (Keller, 2007). Rather, consensual understanding of what a brand represents is achieved through a collective effort—marketer’s delivery of meaningful brand messages through mass communication and consumers’ interpretation of the abstract brand meanings carried by these messages (McCracken, 1986). Unlike other cultural symbols, such as a national flag or a commemorative monument (e.g., the Statue of Liberty), brands are commercial entities that are not created to carry cultural meanings. Nevertheless, through the process just described, brands can acquire cultural meanings (Aaker et al., 2001) and become associated with the abstract Cultural Meanings of Brands and Globalization – 6 characteristics that define a cultural group (e.g., Mango is associated with the defining quality of sensuality in Spanish culture). A brand’s cultural symbolism can be defined as perceived consensus of the degree to which the brand symbolizes the abstract image of a certain cultural group (Torelli, Keh et al., 2010). People with some direct or indirect experiences with a certain culture will develop a cognitive representation of it—a loose network consisting of a central concept (e.g., American culture) and its associated attributes (e.g., individualist values of freedom and self-reliance) (Chiu & Hong, 2006). As part of this loose cultural network, a culturally symbolic brand not only connects to the central concept (e.g., Coke’s symbolism of American culture), but also to the various elements in the knowledge representation of the culture (e.g., American cultural values of freedom and independence) (Torelli, Keh et al., 2010). For this reason, a culturally symbolic brand embodies consumers’ abstract, consensual view of the cultural group the brand symbolizes (McCracken,
Load more

Recommended publications
  • The Us Constitution As Icon
    EPSTEIN FINAL2.3.2016 (DO NOT DELETE) 2/3/2016 12:04 PM THE U.S. CONSTITUTION AS ICON: RE-IMAGINING THE SACRED SECULAR IN THE AGE OF USER-CONTROLLED MEDIA Michael M. Epstein* TABLE OF CONTENTS I. INTRODUCTION…………………………………………………….. 1 II. CULTURAL ICONS AND THE SACRED SECULAR…………………..... 3 III. THE CAREFULLY ENHANCED CONSTITUTION ON BROADCAST TELEVISION………………………………………………………… 7 IV. THE ICON ON THE INTERNET: UNFILTERED AND RE-IMAGINED….. 14 V. CONCLUSION…………………………………………………….... 25 I. INTRODUCTION Bugs Bunny pretends to be a professor in a vaudeville routine that sings the praises of the United States Constitution.1 Star Trek’s Captain Kirk recites the American Constitution’s Preamble to an assembly of primitive “Yankees” on a far-away planet.2 A groovy Schoolhouse Rock song joyfully tells a story about how the Constitution helped a “brand-new” nation.3 In the * Professor of Law, Southwestern Law School. J.D. Columbia; Ph.D. Michigan (American Culture). Supervising Editor, Journal of International Media and Entertainment Law, and Director, Amicus Project at Southwestern Law School. My thanks to my colleague Michael Frost for reviewing some of this material in progress; and to my past and current student researchers, Melissa Swayze, Nazgole Hashemi, and Melissa Agnetti. 1. Looney Tunes: The U.S. Constitution P.S.A. (Warner Bros. Inc. 1986), https://www.youtube.com/watch?v=d5zumFJx950. 2. Star Trek: The Omega Glory (NBC television broadcast Mar. 1, 1968), http://bewiseandknow.com/star-trek-the-omega-glory. 3. Schoolhouse Rock!: The Preamble (ABC television broadcast Nov. 1, 1975), https://www.youtube.com/watch?v=yHp7sMqPL0g. 1 EPSTEIN FINAL2.3.2016 (DO NOT DELETE) 2/3/2016 12:04 PM 2 SOUTHWESTERN LAW REVIEW [Vol.
    [Show full text]
  • DNA As a Super-Icon and Advertising Image
    DNA as a Super-icon and Advertising Image: How Direct-to-Consumer Genetic Tests Contribute to Gene Fetishism Angelica Hay Master’s Thesis Submitted in partial fulfillment of the requirements for the Masters in Visual Critical Studies Kendall College of Art and Design, Ferris State University Abstract Images and representations of DNA and genetic information have become some of the most widely recognized and well-established scientific images in the twenty-first century. This thesis explores the meanings that have become associated with DNA and the gene by using Charles Sanders Peirce’s semiotic model to analyze images from Time magazine covers spanning the last 50 years, using Charles Sanders Peirce’s semiotic model. An examination of DNA as a rhetorical object and cultural icon provides context to understand how Direct-to-Consumer (DTC) tests such as 23andMe's ancestry and health tests have become so popular and profitable. Due to the contemporary relevance of at-home genetic testing, the larger part of this thesis will examine the following two groups of images from 23andMe's website: the images on ancestry test results and the marketing images for their genetic health test. To ascertain how these images have reinforced the gene's cultural meaning in the last decade, I will analyze a second group of images from 23andMe's ancestry test results using Roland Barthes's “Myth Today” as a model for discussing images in the context of myth. I argue that the popularity of genetic ancestry tests reflects a cultural desire for understanding identity, and that visualizations of DNA and the gene have taken part in shaping contemporary American cultural identity by appealing to a sort of “genetic essentialism.” A critical examination of the third group of images marketing 23andMe's health test using Michel Foucault's notions of biopower and biopolitics, as outlined in The History of Sexuality, also introduces current ethical questions regarding the new and rapidly growing market of DTC genetic tests.
    [Show full text]
  • LITR) 1 Comparative Literature (LITR)
    Comparative Literature (LITR) 1 Comparative Literature (LITR) * LITR 022a, Music and Literature Candace Skorupa This seminar explores the rivalry between music and literature, the attraction and repulsion between these two art forms, and the dialogue between writers and composers. In select fiction and poetry spanning a variety of cultures and times, we look at the aesthetic challenges of conveying music in words; in select music from the same periods, we study the use of literary themes and narrative. How does music inhabit literature, and literature influence music? We read fiction describing music and borrowing musical forms; we study symphonies and opera inspired by literature; we look at films that bring together these two arts. Students examine theoretical approaches and learn comparative methods useful for literature and culture courses. Though not required, musical experience and/or interest is welcomed for the seminar, which may be taken simultaneously with gateway courses in the humanities. Enrollment limited to first-year students. Preregistration required; see under First-Year Seminar Program. WR, HU * LITR 026a, The Literature of Sports Robyn Creswell Writers on sport examine ideas of beauty and human divinity; virtuosic performance; group identity; questions of race, class, and gender; global realities of migration; and the ubiquity of spectacle. Topics include origins and essence of play; and case studies in the literature of sports, including the Olympic games of classical Greece, bull fighting, Muhammad Ali, cricket and colonialism, and the globalization of soccer. Readings by Pindar, Hemingway, Huizinga, CLR James, Mailer, Delillo, Foster-Wallace, and Ben Fountain. Enrollment limited to first-year students. Preregistration required; see under First-Year Seminar Program.
    [Show full text]
  • Cultural Threats in Culturally Mixed Encounters Hamper Creative Performance for Individuals with Lower Openness to Experience Xia CHEN Sichuan University
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Institutional Knowledge at Singapore Management University Singapore Management University Institutional Knowledge at Singapore Management University Research Collection School of Social Sciences School of Social Sciences 11-2016 Cultural threats in culturally mixed encounters hamper creative performance for individuals with lower openness to experience Xia CHEN Sichuan University Angela K. Y. LEUNG Singapore Management University, [email protected] Daniel Y. J. YANG Yale University Chi-yue CHIU Chinese University of Hong Kong Zhong-quan LI Nanjing University See next page for additional authors DOI: https://doi.org/10.1177/0022022116641513 Follow this and additional works at: https://ink.library.smu.edu.sg/soss_research Part of the Multicultural Psychology Commons Citation CHEN, Xia, LEUNG, Angela K. Y., YANG, Daniel Y. J., CHIU, Chi-yue, LI, Zhong-quan, & CHENG, Shirley Y. Y..(2016). Cultural threats in culturally mixed encounters hamper creative performance for individuals with lower openness to experience. Journal of Cross-Cultural Psychology, 47(10), 1321-1334. Available at: https://ink.library.smu.edu.sg/soss_research/2042 This Journal Article is brought to you for free and open access by the School of Social Sciences at Institutional Knowledge at Singapore Management University. It has been accepted for inclusion in Research Collection School of Social Sciences by an authorized administrator of Institutional Knowledge at Singapore Management University. For more information, please email [email protected]. Author Xia CHEN, Angela K. Y. LEUNG, Daniel Y. J. YANG, Chi-yue CHIU, Zhong-quan LI, and Shirley Y.
    [Show full text]
  • The Construction and Dynamics of Cultural Icons
    12 HERITAGE AND MEMORY STUDIES Van Boven & Winkler Boven Van (eds) The Construction and Dynamics Icons of Cultural Edited by Erica van Boven and Marieke Winkler The Construction and Dynamics of Cultural Icons The Construction and Dynamics of Cultural Icons Heritage and Memory Studies This ground-breaking series examines the dynamics of heritage and memory from a transnational, interdisciplinary and integrated approach. Monographs or edited volumes critically interrogate the politics of heritage and dynamics of memory, as well as the theoretical implications of landscapes and mass violence, nationalism and ethnicity, heritage preservation and conservation, archaeology and (dark) tourism, diaspora and postcolonial memory, the power of aesthetics and the art of absence and forgetting, mourning and performative re-enactments in the present. Series Editors Ihab Saloul and Rob van der Laarse, University of Amsterdam, The Netherlands Advisory Board Patrizia Violi, University of Bologna, Italy Britt Baillie, Cambridge University, UK Michael Rothberg, University of Illinois, USA Marianne Hirsch, Columbia University, USA Frank van Vree, NIOD and University of Amsterdam, The Netherlands The Construction and Dynamics of Cultural Icons Edited by Erica van Boven and Marieke Winkler Amsterdam University Press Editorial board: Eddo Evink, Frank Inklaar and Frauke Laarmann-Westdijk Copy editor: Adam Frick/Frick Language Group Cover illustration: Image from Looking for Lenin (2017) by Niels Ackermann and Sébastien Gobert Published by Fuel Publishing Cover design: Coördesign, Leiden Lay-out: Crius Group, Hulshout isbn 978 94 6372 822 5 e-isbn 978 90 4855 083 8 (e-pdf) doi 10.5117/9789463728225 nur 649 © The authors / Amsterdam University Press B.V., Amsterdam 2021 All rights reserved.
    [Show full text]
  • Lessons from Cultural Icons How to Create an Iconic Brand
    Lessons from Cultural Icons How to Create an Iconic Brand ©2002 Harvest Communications LLC Harvest Communications LLC Lessons from Cultural Icons Table of Contents Table of Contents Introduction 01 Case Studies of Cultural Icons 02 The Grunge Movement 02 One Flew Over the Cuckoo’s Nest 03 Cultural Icon Evolution 04 The Difference Between Icons and Brands 05 How to Create Iconic Brands 06 What’s Your BrandPathTM 06 What’s Your BrandBeliefTM?08 What’s Your BrandMemoryTM?11 The Icon – the Ultimate Benchmark 14 Lessons from Cultural Icons 15 Contact Us 16 Sources 17 ©2002 Harvest Communications LLC Harvest Communications LLC Lessons from Cultural Icons Introduction Page 01 Introduction Brands are Cultural Instruments For better or for worse, we live in a branded world. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. Brands like McDonald’s, Sony and Budweiser often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Andy Warhol & Campbell’s® Soup. Norman Rockwell and Coca-Cola®. Today’s Consumers are Brand Weary Inundated with marketing messages, today’s consumers are brand weary. Everywhere they go, they are confronted with brand imagery. They are astute marketers by necessity, understanding that brands are clearly marketing efforts. Add the Internet to the marketing mix and you find ‘brand-creep’ in every email box from New York to Nova Scotia. While there are more eyeballs, it’s harder to break through and get people to connect to a brand.
    [Show full text]
  • Representation of Coca Cola As American Multicultural Icon in the TV Advertisement America Is Beautiful
    Benita Amalina — Representation of Coca Cola as American Multicultural Icon in the TV Advertisement America is Beautiful REPRESENTATION OF COCA COLA AS AMERICAN MULTICULTURAL ICON IN THE TV ADVERTISEMENT AMERICA IS BEAUTIFUL Benita Amalina [email protected] Abstract On February 2, 2014, Coca Cola released a new television advertisement titled “America is Beautiful” during Super Bowl event. The advertisement shows American multicultural families having a good time together. What makes this advertisement different from the previous ones, is the usage of a patriotic song America is Beautiful as the musical background. This research examines how Coca Cola as a brand represents the multicultural America through this advertisement. The result shows that it is affected by the historical values and the fact that the CEO of Coca Cola blatantly advertise multicultural America by encouraging and supporting the immigrants. Keywords: Advertisement, popular culture, multiculturalism, immigrants INTRODUCTION Coca-Cola, as the biggest beverage company in the world from United States, has also been Advertisement is one of the priority marketing optimizing the use of advertisements to promote strategy to promote certain products, as it has its product. With a handful of professionals in been an effective commodity to reach out to new their marketing team, Coca-Cola made a consumers. In United States, the emergence of significant change within their advertisement advertisement started out in the eighteenth with not only promoting its product, but also century when the American people were still delivering ‘implied’ message. Coca-Cola has dependent to British consumer products— been the most popular icon of soda beverages, porcelain, furniture, musical instruments—in and it has been producing numerous campaigns which it usually showed persuasive appeals within their marketing strategy with ‘catchy’ accompanied with dry descriptions on a paper.1 slogans, including ‘America’s Real Choice’, After they gained independence and the ‘Open Happiness’, or ‘Life Begins Here’.
    [Show full text]
  • Cultural Flows in the Digital and Beyond: the Potency of a Symbol in Mainland China
    Cultural Flows in the Digital and Beyond: The Potency of a Symbol in Mainland China Justine Poplin A thesis submitted in fulfilment of the requirements for the degree of Doctor of Philosophy (PhD) College of Arts and Education Creative Arts Victoria University Melbourne Australia Supervisor: Dr Sue Dodd Associate Supervisor: Associate Professor Dr Tom Clark 2017 Abstract In the twenty-first century, access to a fragmented global culture through online portals has created what Bauman (2011) calls a ‘liquid culture’. As screen-mediated ways of being grow and propagate through our art galleries, museums and online social media feeds, how are we to read this emergent visual grammar so that we can motivate, move or elevate our ways of knowing? This thesis explores the symbolism created in mainland China in 2009 through an emergent and retained set of subversive symbols: the Grass Mud Horse lexicon in Chinese visual culture and beyond. To date, theorists have focused predominantly on internet memes, independent of other multimodal forms generated and transitioned from symbolic online internet memes to offline symbolic use in art and design. I investigate ways of deciphering and articulating these visual gestures through accessing cultural keys. I claim that the new symbolism generated as a result of internet censorship in mainland China demonstrates a generational and ideological shift; it does so through the creation and propagation of new visual grammar in twenty-first century China. To scaffold my claims, I explore an overview of historical changes in the visual articulation of Chinese culture. The use of Mao Zedong as a symbol in art and design clearly illustrates a shift from veneration to subversion.
    [Show full text]
  • Political Input in Making Poets Cultural Icons*
    World Literature Studies 4 . vol. 8 . 2016 (47 – 63) ŠTÚDIE / ARTICLES Political input in making poets cultural icons* JÁN GAVURA In July 2007, the Polish Parliament declared 2008 the Year of Zbigniew Herbert,1 commemorating the tenth anniversary of his death in 1998. Four years later, the same political body declared 2011 the Year of Czesław Miłosz,2 commemorating the centen nial of the poet’s birth. In contrast, in 1984 the Slovak Ministry of Culture and the Communist Party of Slovakia did not formally devote a year to Laco Novomeský,3 yet a series of conferences, monographs, the production of a fictionalized biopic, and the inauguration of a museum in the town where the poet had spent his youth cer- tainly created a similar aura. These three literary personalities, each well known in their homelands and abroad, achieved an iconic cultural status that is, paradoxically, not only the result of mere artistic achievement but was also, in part, the result of political motivation. This article examines the cases of poets who, in the course of time, became cul- tural icons in East-Central Europe in the late twentieth and early twenty-first cen- turies. While this paper’s primary examples are drawn from a handful of Polish and Slovak writers, these cases are supplemented with those of other poets to provide more examples of how complex the creation of cultural icons is, especially when considered from three frameworks: cultural semiotics, national literatures, and transculturality. The choice of two neighboring literatures is made to compare the situation in a larger language area (Polish) with the smaller language community of Slovak literature to broaden the research area and reveal, on the one hand, the common history of Eastern Bloc countries and, on the other, the distinctive differ- ences that every nation and individual author possess.
    [Show full text]
  • The Horse As Cultural Icon: the Real and the Symbolic Horse in the Early Modern World
    INTRODUCTION THE HORSE AS CULTURAL ICON: THE REAL AND THE SYMBOLIC HORSE IN THE EARLY MODERN WORLD Peter Edwards and Elspeth Graham In the modern developed world, the appearance of horses in a peace- ful public space (police horses in a town centre, say, or horses with their riders on a hack, stopping for refreshment at a food and drink outlet) typically draws a small crowd. Children approach diffidently to touch and stroke the horses, adults stand back, looking. Horses are unexpected visitors in contemporary everyday life: not quite exotic, but not familiar either. This estrangement between humans and horses has occurred abruptly and relatively recently. From antiquity until the 1930s, horses were fully present in the day-to-day world, a situation that only a small and rapidly dwindling cohort of elderly people can now recall. More than this, horses were not just a part of human life in the past, they were crucial to the development of modern societies and nations. But, despite the importance of horses, cultural studies scholars, literary critics and historians of all kinds have paid very little attention to their lives, roles and meanings. A continuing process of urbanisation since the industrial revolution, a general acceleration of technological change and, in particular, the rapid post-Second World War expansion of motor transport, may account for the virtual oblit- eration of knowledge of an older horse-powered society among the populace as a whole. It does not explain, however, the scant scholarly attention paid to the significance of horses. Paradoxically, it is, in part, the taken-for-granted centrality of horses to human lives in the past that has rendered them almost invisible to history.
    [Show full text]
  • The Rise and Fall of the Diaphragm in Twentieth-Century America Lea Eisenstein University of Pennsylvania
    University of Pennsylvania ScholarlyCommons Penn Humanities Forum Undergraduate Research Undergraduate Humanities Forum 2018-2019: Stuff Fellows 5-2019 From Icon to Bygone: The Rise and Fall of the Diaphragm in Twentieth-Century America Lea Eisenstein University of Pennsylvania Follow this and additional works at: https://repository.upenn.edu/uhf_2019 Part of the Arts and Humanities Commons Eisenstein, Lea, "From Icon to Bygone: The Rise and Fall of the Diaphragm in Twentieth-Century America" (2019). Undergraduate Humanities Forum 2018-2019: Stuff. 5. https://repository.upenn.edu/uhf_2019/5 This paper was part of the 2018-2019 Penn Humanities Forum on Stuff. Find out more at http://wolfhumanities.upenn.edu/annual-topics/stuff. This paper is posted at ScholarlyCommons. https://repository.upenn.edu/uhf_2019/5 For more information, please contact [email protected]. From Icon to Bygone: The Rise and Fall of the Diaphragm in Twentieth- Century America Disciplines Arts and Humanities Comments This paper was part of the 2018-2019 Penn Humanities Forum on Stuff. Find out more at http://wolfhumanities.upenn.edu/annual-topics/stuff. This thesis or dissertation is available at ScholarlyCommons: https://repository.upenn.edu/uhf_2019/5 From Icon to Bygone: The Rise and Fall of the Diaphragm in Twentieth-Century America Lea Eisenstein 2018–2019 Wolf Humanities Center Undergraduate Research Fellow University of Pennsylvania Senior Honors Thesis in Health and Societies Advised by Professor Beth Linker and Professor Meghan Crnic Spring 2019 Table
    [Show full text]
  • The Persistence of Marilyn Monroe As a Cultural Icon
    FFC 4 (2+3) pp. 121–143 Intellect Limited 2015 Film, Fashion & Consumption Volume 4 Numbers 2 & 3 © 2015 Intellect Ltd Editorial. English language. doi: 10.1386/ffc.4.2-3.121_2 EDITORIAL LUCY BOLTON Queen Mary University of London #Marilyneveryday: The persistence of Marilyn Monroe as a cultural icon In April 2015 I was travelling in Istanbul and, on leaving the Grand Bazaar 1. Food stylist is Claire through the Spice Market, I walked out into a side street of shops and cafes. I Clark, and props stylist is listed as Sue was immediately struck by an accessories shop, the hoarding for which was a Rowlands. huge image of Marilyn Monroe’s face, wearing some just-discernible dangling star earrings (Figure 1). Alongside this image was a series of other photographs, some featuring accessories such as pearls (Figure 2), but the overarching attrac- tion was Monroe’s face. Not long after this, in my local coffee shop, I came across a photographic illustration of a recipe for macarons in a cookery book called Indulge (C. Clark, 2007). Upon closer inspection, I realized that the macarons had been strategi- cally arranged over the famous Cecil Beaton photograph of Monroe holding a rose (Figure 3). These macarons were side-on, covering her eyes, aligned – or juxtaposed – with her mouth, resembling lips, and perhaps suggesting breasts. Her face, and her eyes, could not be seen. The pale, luxurious indulgence of the Beaton image of Monroe was sufficient, at least in the mind of the food and props stylist, to convey the requisite degree of indulgence to set off these confections: displayed as all edible and ripe for devouring with delectation.1 These encounters with the images of Monroe, totally divorced from her film work, being used in the selling of products, aspirations and concepts, 121 FFC_4.2&3_Editorial_121-143.indd 121 6/6/16 11:17 AM Lucy Bolton Figures 1 and 2: Marilyn Monroe advertises accessories in Istanbul, April 2015.
    [Show full text]