Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines

Lorna M. R. Stevens, Pauline Maclaran, Stephen Brown

Research output: Contribution to journalArticle

Abstract

This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a UK women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and 'me-time', as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.
LanguageEnglish
Pages35-45
JournalJournal of Advertisng
Volume32
Issue number1
Publication statusPublished - 17 Dec 2003

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women's press
ambivalence
Marketing
campaign
advertising campaign
everyday life
emotion
experience
time
Ambivalence

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Stevens, Lorna M. R. ; Maclaran, Pauline ; Brown, Stephen. / Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines. In: Journal of Advertisng. 2003 ; Vol. 32, No. 1. pp. 35-45.
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title = "Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines",
abstract = "This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a UK women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and 'me-time', as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.",
author = "Stevens, {Lorna M. R.} and Pauline Maclaran and Stephen Brown",
note = "Reference text: Ballaster, Rosalind, Margaret Beetham, Elizabeth Frazer, and Sandra Hebron (1991), Women's Worlds: Ideology, femininity and the Woman's Magazine, Basingstoke, U.K.: Macmillan Education. Beck, Ulrich, and Elisabeth Beck-Gernsheim (2001), Individualization: Institutionalised Individualism and Its Social und Political Consequences, London: Sage. Beetham, Margaret (1996), A Magazine of Her Own? Domesticity and Desire in the Woman's Magazine, 1800-1914, London: Routledge. Belk, Russell W. (1998), {"}In the Arms of the Overcoat: On Luxury, Romanticism, and Consumer Desire,{"} in Romancing the Market, Stephen Brown, Anne-Marie Doherty, and Bill Clarke, eds., London: Routledge, 41-55. _____, and Janeen A. Costa (1998), {"}Chocolate Delights: Gender and Consumer Indulgence,{"} Proceedings of the Fourth ACR Gender, Marketing and Consumer Behavior Conference, San Francisco (June), 179-193. Berger, John (1975), Ways of Seeing, London: BBC/Penguin Books. Bleich, David (1988), {"}Gender Interests in Reading and Language,{"} in Gender and Reading: tissays on Readers, Texts, and Contexts, Elizabeth A. Flynn and Patrocinio P. Schweickart, eds., Baltimore, MD: Johns Hopkins University Press, 234-266. Brown, Stephen, Lorna Stevens, and Pauline Maclaran (1999), {"}I Can't Believe It's Not Bakhtin! Literary Theory, Postmodern Advertising, and the Gender Agenda,{"} Journal of Advertising, 28 (1), 11-24. Budgeon, Shelley, and Dawn H. Currie (1995), {"}From Feminism to Postfeminism: Women's Liberation in Fashion Magazines,{"} Women's Studies International Forum, 18 (2), 173-186. Campbell, Colin (1995), {"}The Sociology of Consumption,{"} in Acknowledging Consumption, Daniel Miller, ed., London: Routledge, 96-126. Damon-Moore, Helen (1994), Magazines for the Millions: Gender and Commerce in the Ladies Home Journal and the Saturday Evening Post 1880-1910, New York: State University of New York Press. Du Bois, Barbara (1983), {"}Passionate Scholarship: Notes on Values, Knowing and Method in Feminist Social Science,{"} in Theories of Women's Studies, Gloria Bowles and Renate Duelli Klein, eds., London: Routledge & Kegan Paul. EMAP Elan Annual Report (2002), www.emap.co.uk. Falk, Pasi (1994), The Consuming Body, London: Sage. Featherstone, Mike (1991), Consumer Culture and Postmodernism, London: Sage. Ferguson, Marjorie (1983), Forever Feminine: Women's Magazines and the Cult of Femininity, London: Heinemann. Firat, A. Fuat, and Alladi Venkatesh (1995), {"}Liberatory Postmodernism and the Reenchantment of Consumption,{"} Journal of Consumer Research, 22 (December), 239-267. Flynn, Elizabeth A. (1986), {"}Gender and Reading,{"} in Gender and Reading: Essays on Readers, Texts, and Contexts, Elizabeth A. Flynn and Patrocinio P. Schweickart, eds., Baltimore, MD: Johns Hopkins University Press, 267-288. Friedan, Betty (1965), The Feminine Mystique, Harmondsworth, U.K.: Penguin. Gammon, Lorraine, and Margaret Marshment (1988), The Female Gaze: Women as Viewers of Popular Culture, London: The Women's Press. Glaser, Barney G. (1978), Theoretical Sensitivity, Mill Valley, CA: Sociology Press. _____, and Anselm L. Strauss (1967), The Discovery of Grounded Theory, New York: Aldine. Hermes, Joke (1995), Reading Women's Magazines: An Analysis of Everyday Media Use, Cambridge: Polity Press. Hirschman, Elizabeth C. (1999), {"}Applying Reader Response Theory to a Television Program,{"} in Advances in Consumer Research, Vol. 26, Eric J. Arnould and Linda H. Scott, eds., Provo, UT: Association for Consumer Research, 549-554. _____, and Morris B. Holbrook (1982), {"}Hedonic Consumption: Emerging Concepts, Methods and Propositions,{"} Journal of Marketing, 46 (Summer), 92-101. Kerwin, Ann Marie (2000), {"}Sex and the Modern Magazine Editor,{"} Advertising Age (October 23). Lash, Scott (2001), {"}Individualization in a Non-Linear Mode,{"} in Individualisation: Institutionalised Individualism and Its Social and Political Consequence, Ulrich Beck and Elisabeth BeckGernsheim, eds., London: Sage, vii-xiii. Matthews, Glenna (198T), Just a Housewife: The Rise and Fall of Domesticity in .America, New York: Oxford University Press. McCracken, Grant D. (1988), Culture and Consumption: New Approaches to the Symbolic Character of Consumption, Bloomington: Indiana University Press. McRobbie, Angela (1994), Postmodernism and Popular Culture, London: Routledge. Mick, David G, and Michelle DeMoss (1990), {"}Self-Gifts: Phenomenological Insights from Four Contexts,{"} Journal of Consumer Research, 17 (December), 322-332. Nava, Mica, Andrew Blake, Tain MacRory, and Barry Richards (1997), {"}Introduction,{"} in Buy This Book: Studies in Advertising and Consumption, London: Routledge. Oakley, Ann (1974), The Sociology of Housework, London: Martin Robertson. O'Donohoe, Stephanie (1997), {"}Raiding the Postmodern Pantry: Advertising Intertextuality and the Young Adult Audience,{"} European Journal of Marketing, 31 (3/4), 234-254. _____ (2000), {"}Women and Advertising: Reading the Relationship,{"} in Marketing and Feminism: Current Issues and Research, Miriam Catterall, Pauline Maclaran, and Lorna Stevens, eds., London: Routledge, 75-93. _____ (2002), {"}Living with Ambivalence: Attitudes to Advertising in Postmodern Times,{"} Marketing Theory, 1 (1), 91-108. _____, and Caroline Tynan (1998), {"}Beyond Sophistication: Dimensions of Advertising Literacy,{"} International Journal of Advertising, 17 (4), 467-482. Otnes, Cele, Tina M. Lowrey, and L.J. Shrum (1997), {"}Toward an Understanding of Consumer Ambivalence,{"} Journal of Consumer Research, 24 (June), 80-93. Paglia, Camille (1992), Sexual Personae: Art and Decadence from Nefertiti to Emily Dickinson, London: Penguin Books. Parker, Betty J. (1998), {"}Exploring Life Themes and Myths in Alcohol Advertisements through a Meaning-Based Model of Advertising Experiences,{"} Journal of Advertising, 27 (1), 97-112. Rainey, Kelly, Campbell, Roalfe/Y&R (1999), {"}The Red Campaign,{"} Advertising Agency Promotional Brochure, London. Red Magazine (1999), www.redmagazine.co.uk. Scanlon, Jennifer (1995), Inarticulate Longings: The Ladies Home Journal, Gender, and the Promises of Consumer Culture, New York: Routledge. Sherry, John E, Mary A. McGrath, and Sidney J. Levy (1995), {"}Monadic Giving,{"} in Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook, John F. Sherry, ed., Thousand Oaks, CA: Sage, 399-432. Stern, Barbara B. (1993), {"}Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses,{"} Journal of Consumer Research, 19 (March), 556-566. _____ (2000), {"}Advertisements as Women's Texts: A Feminist Overview,{"} in Marketing and feminism: Current Issues and Research, Miriam Catterall, Pauline Maclaran, and Lorna Stevens, eds., London: Routledge, 57-74. _____, and Morris B. Holbrook (1994), {"}Gender and Genre in the Interpretation of Advertising Text,{"} in Gender Issues and Consumer Behavior, Janeen A. Costa, ed., Thousand Oaks, CA: Sage, 11-41. Stevens, Lorna (2002), {"}Your Sofa Awaits: Getting Carried Away by Experiential Consumption,{"} in Proceedings of the Sixth Gender, Marketing and Consumer Behavior Conference, Pauline Maclaran and Elisabeth Tissiers-Desbordes, eds., Paris: ESCP-EAP Printing Services, 181-190. Strauss, Anselm L., and Juliet Corbin (1990), Basics of Qualitative Research, Thousand Oaks, CA: Sage. Thompson, Craig J. (1996), {"}Caring Consumers: Gendered Consumption Meanings and the Juggling Lifestyle,{"} Journal of Consumer Research, 22 (March), 388-407. _____ (1997), {"}Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stones{"} Journal of Marketing Research, 34 (4), 438-455. _____, William B. Locander, and Howard R. Pollio (1989), {"}Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology,{"} Journal of Consumer Research, 16 (September), 133-146. _____, _____, and _____ (1990), {"}The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women,{"} Journal of Consumer Research, 17 (December), 346-361. Winship, Janice (1983), {"}Options-for the Way You Want to Live Now, or a Magazine for Superwoman,{"} Theory, Culture and Society, 1 (3), 44-65. _____ (1987), Inside Women's Magazines, London: Pandora Press. Zoonen, Liesbet van (1994), Feminist Media Studies, London: Sage. Zuckerman, Mary Ellen (1998), A History of Popular Women's Magazines in the United States, 1792-1995, Westport, CT: Greenwood Press. AuthorAffiliation Lorna Stevens (M.A., University of Ulster) is Lecturer in Marketing, University of Ulster. Pauline Maclaran (Ph.D., University of Ulster) is Professor of Marketing, De Montfort University. Stephen Brown (Ph.D., University of Ulster) is Professor of Retailing, University of Ulster.",
year = "2003",
month = "12",
day = "17",
language = "English",
volume = "32",
pages = "35--45",
journal = "Journal of Advertisng",
issn = "0091-3367",
number = "1",

}

Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines. / Stevens, Lorna M. R.; Maclaran, Pauline; Brown, Stephen.

In: Journal of Advertisng, Vol. 32, No. 1, 17.12.2003, p. 35-45.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines

AU - Stevens, Lorna M. R.

AU - Maclaran, Pauline

AU - Brown, Stephen

N1 - Reference text: Ballaster, Rosalind, Margaret Beetham, Elizabeth Frazer, and Sandra Hebron (1991), Women's Worlds: Ideology, femininity and the Woman's Magazine, Basingstoke, U.K.: Macmillan Education. Beck, Ulrich, and Elisabeth Beck-Gernsheim (2001), Individualization: Institutionalised Individualism and Its Social und Political Consequences, London: Sage. Beetham, Margaret (1996), A Magazine of Her Own? Domesticity and Desire in the Woman's Magazine, 1800-1914, London: Routledge. Belk, Russell W. (1998), "In the Arms of the Overcoat: On Luxury, Romanticism, and Consumer Desire," in Romancing the Market, Stephen Brown, Anne-Marie Doherty, and Bill Clarke, eds., London: Routledge, 41-55. _____, and Janeen A. Costa (1998), "Chocolate Delights: Gender and Consumer Indulgence," Proceedings of the Fourth ACR Gender, Marketing and Consumer Behavior Conference, San Francisco (June), 179-193. Berger, John (1975), Ways of Seeing, London: BBC/Penguin Books. Bleich, David (1988), "Gender Interests in Reading and Language," in Gender and Reading: tissays on Readers, Texts, and Contexts, Elizabeth A. Flynn and Patrocinio P. Schweickart, eds., Baltimore, MD: Johns Hopkins University Press, 234-266. Brown, Stephen, Lorna Stevens, and Pauline Maclaran (1999), "I Can't Believe It's Not Bakhtin! Literary Theory, Postmodern Advertising, and the Gender Agenda," Journal of Advertising, 28 (1), 11-24. Budgeon, Shelley, and Dawn H. Currie (1995), "From Feminism to Postfeminism: Women's Liberation in Fashion Magazines," Women's Studies International Forum, 18 (2), 173-186. Campbell, Colin (1995), "The Sociology of Consumption," in Acknowledging Consumption, Daniel Miller, ed., London: Routledge, 96-126. Damon-Moore, Helen (1994), Magazines for the Millions: Gender and Commerce in the Ladies Home Journal and the Saturday Evening Post 1880-1910, New York: State University of New York Press. Du Bois, Barbara (1983), "Passionate Scholarship: Notes on Values, Knowing and Method in Feminist Social Science," in Theories of Women's Studies, Gloria Bowles and Renate Duelli Klein, eds., London: Routledge & Kegan Paul. EMAP Elan Annual Report (2002), www.emap.co.uk. Falk, Pasi (1994), The Consuming Body, London: Sage. Featherstone, Mike (1991), Consumer Culture and Postmodernism, London: Sage. Ferguson, Marjorie (1983), Forever Feminine: Women's Magazines and the Cult of Femininity, London: Heinemann. Firat, A. Fuat, and Alladi Venkatesh (1995), "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, 22 (December), 239-267. Flynn, Elizabeth A. (1986), "Gender and Reading," in Gender and Reading: Essays on Readers, Texts, and Contexts, Elizabeth A. Flynn and Patrocinio P. Schweickart, eds., Baltimore, MD: Johns Hopkins University Press, 267-288. Friedan, Betty (1965), The Feminine Mystique, Harmondsworth, U.K.: Penguin. Gammon, Lorraine, and Margaret Marshment (1988), The Female Gaze: Women as Viewers of Popular Culture, London: The Women's Press. Glaser, Barney G. (1978), Theoretical Sensitivity, Mill Valley, CA: Sociology Press. _____, and Anselm L. Strauss (1967), The Discovery of Grounded Theory, New York: Aldine. Hermes, Joke (1995), Reading Women's Magazines: An Analysis of Everyday Media Use, Cambridge: Polity Press. Hirschman, Elizabeth C. (1999), "Applying Reader Response Theory to a Television Program," in Advances in Consumer Research, Vol. 26, Eric J. Arnould and Linda H. Scott, eds., Provo, UT: Association for Consumer Research, 549-554. _____, and Morris B. Holbrook (1982), "Hedonic Consumption: Emerging Concepts, Methods and Propositions," Journal of Marketing, 46 (Summer), 92-101. Kerwin, Ann Marie (2000), "Sex and the Modern Magazine Editor," Advertising Age (October 23). Lash, Scott (2001), "Individualization in a Non-Linear Mode," in Individualisation: Institutionalised Individualism and Its Social and Political Consequence, Ulrich Beck and Elisabeth BeckGernsheim, eds., London: Sage, vii-xiii. Matthews, Glenna (198T), Just a Housewife: The Rise and Fall of Domesticity in .America, New York: Oxford University Press. McCracken, Grant D. (1988), Culture and Consumption: New Approaches to the Symbolic Character of Consumption, Bloomington: Indiana University Press. McRobbie, Angela (1994), Postmodernism and Popular Culture, London: Routledge. Mick, David G, and Michelle DeMoss (1990), "Self-Gifts: Phenomenological Insights from Four Contexts," Journal of Consumer Research, 17 (December), 322-332. Nava, Mica, Andrew Blake, Tain MacRory, and Barry Richards (1997), "Introduction," in Buy This Book: Studies in Advertising and Consumption, London: Routledge. Oakley, Ann (1974), The Sociology of Housework, London: Martin Robertson. O'Donohoe, Stephanie (1997), "Raiding the Postmodern Pantry: Advertising Intertextuality and the Young Adult Audience," European Journal of Marketing, 31 (3/4), 234-254. _____ (2000), "Women and Advertising: Reading the Relationship," in Marketing and Feminism: Current Issues and Research, Miriam Catterall, Pauline Maclaran, and Lorna Stevens, eds., London: Routledge, 75-93. _____ (2002), "Living with Ambivalence: Attitudes to Advertising in Postmodern Times," Marketing Theory, 1 (1), 91-108. _____, and Caroline Tynan (1998), "Beyond Sophistication: Dimensions of Advertising Literacy," International Journal of Advertising, 17 (4), 467-482. Otnes, Cele, Tina M. Lowrey, and L.J. Shrum (1997), "Toward an Understanding of Consumer Ambivalence," Journal of Consumer Research, 24 (June), 80-93. Paglia, Camille (1992), Sexual Personae: Art and Decadence from Nefertiti to Emily Dickinson, London: Penguin Books. Parker, Betty J. (1998), "Exploring Life Themes and Myths in Alcohol Advertisements through a Meaning-Based Model of Advertising Experiences," Journal of Advertising, 27 (1), 97-112. Rainey, Kelly, Campbell, Roalfe/Y&R (1999), "The Red Campaign," Advertising Agency Promotional Brochure, London. Red Magazine (1999), www.redmagazine.co.uk. Scanlon, Jennifer (1995), Inarticulate Longings: The Ladies Home Journal, Gender, and the Promises of Consumer Culture, New York: Routledge. Sherry, John E, Mary A. McGrath, and Sidney J. Levy (1995), "Monadic Giving," in Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook, John F. Sherry, ed., Thousand Oaks, CA: Sage, 399-432. Stern, Barbara B. (1993), "Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses," Journal of Consumer Research, 19 (March), 556-566. _____ (2000), "Advertisements as Women's Texts: A Feminist Overview," in Marketing and feminism: Current Issues and Research, Miriam Catterall, Pauline Maclaran, and Lorna Stevens, eds., London: Routledge, 57-74. _____, and Morris B. Holbrook (1994), "Gender and Genre in the Interpretation of Advertising Text," in Gender Issues and Consumer Behavior, Janeen A. Costa, ed., Thousand Oaks, CA: Sage, 11-41. Stevens, Lorna (2002), "Your Sofa Awaits: Getting Carried Away by Experiential Consumption," in Proceedings of the Sixth Gender, Marketing and Consumer Behavior Conference, Pauline Maclaran and Elisabeth Tissiers-Desbordes, eds., Paris: ESCP-EAP Printing Services, 181-190. Strauss, Anselm L., and Juliet Corbin (1990), Basics of Qualitative Research, Thousand Oaks, CA: Sage. Thompson, Craig J. (1996), "Caring Consumers: Gendered Consumption Meanings and the Juggling Lifestyle," Journal of Consumer Research, 22 (March), 388-407. _____ (1997), "Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stones" Journal of Marketing Research, 34 (4), 438-455. _____, William B. Locander, and Howard R. Pollio (1989), "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, 16 (September), 133-146. _____, _____, and _____ (1990), "The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women," Journal of Consumer Research, 17 (December), 346-361. Winship, Janice (1983), "Options-for the Way You Want to Live Now, or a Magazine for Superwoman," Theory, Culture and Society, 1 (3), 44-65. _____ (1987), Inside Women's Magazines, London: Pandora Press. Zoonen, Liesbet van (1994), Feminist Media Studies, London: Sage. Zuckerman, Mary Ellen (1998), A History of Popular Women's Magazines in the United States, 1792-1995, Westport, CT: Greenwood Press. AuthorAffiliation Lorna Stevens (M.A., University of Ulster) is Lecturer in Marketing, University of Ulster. Pauline Maclaran (Ph.D., University of Ulster) is Professor of Marketing, De Montfort University. Stephen Brown (Ph.D., University of Ulster) is Professor of Retailing, University of Ulster.

PY - 2003/12/17

Y1 - 2003/12/17

N2 - This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a UK women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and 'me-time', as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.

AB - This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a UK women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and 'me-time', as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.

M3 - Article

VL - 32

SP - 35

EP - 45

JO - Journal of Advertisng

T2 - Journal of Advertisng

JF - Journal of Advertisng

SN - 0091-3367

IS - 1

ER -