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

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

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)35-45
JournalJournal of Advertisng
Issue number1
Publication statusPublished (in print/issue) - 17 Dec 2003

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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.


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