Roger W. Shuy
- Published in print:
- 2008
- Published Online:
- May 2008
- ISBN:
- 9780195328837
- eISBN:
- 9780199870165
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195328837.003.0006
- Subject:
- Linguistics, Sociolinguistics / Anthropological Linguistics
A manufacturer of a product that transports, processes, and packages bulk materials with a pneumatic process sued a competing manufacturer that uses a screw process using the latter company's ...
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A manufacturer of a product that transports, processes, and packages bulk materials with a pneumatic process sued a competing manufacturer that uses a screw process using the latter company's advertising, which compared and evaluated the two methods, and charged that these advertisements constituted a deceptive trade practice. The plaintiff claimed that in these advertisements the defendant not only made false, misleading, and disparaging comments but also failed to reveal the industry data, studies, statistics, and other information that might substantiate its claims. Syntax analysis of these advertisements revealed that in these advertisements the verb tenses indicated that the defendant did not claim that comparisons with other types of conveyors were based on studies or tests. Semantic analysis of the word “ratings” conveys that this word indicates a subjective estimate or comparison, one not requiring research or tests. It also showed that the terms used in the comparisons (best, good, fair, poor, worst) are used regularly to indicate attitudes, beliefs, or dislikes, as opposed to the numerical, statistical measures of qualities that are used in reporting research findings.Less
A manufacturer of a product that transports, processes, and packages bulk materials with a pneumatic process sued a competing manufacturer that uses a screw process using the latter company's advertising, which compared and evaluated the two methods, and charged that these advertisements constituted a deceptive trade practice. The plaintiff claimed that in these advertisements the defendant not only made false, misleading, and disparaging comments but also failed to reveal the industry data, studies, statistics, and other information that might substantiate its claims. Syntax analysis of these advertisements revealed that in these advertisements the verb tenses indicated that the defendant did not claim that comparisons with other types of conveyors were based on studies or tests. Semantic analysis of the word “ratings” conveys that this word indicates a subjective estimate or comparison, one not requiring research or tests. It also showed that the terms used in the comparisons (best, good, fair, poor, worst) are used regularly to indicate attitudes, beliefs, or dislikes, as opposed to the numerical, statistical measures of qualities that are used in reporting research findings.
Roger W. Shuy
- Published in print:
- 2008
- Published Online:
- May 2008
- ISBN:
- 9780195328837
- eISBN:
- 9780199870165
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195328837.003.0007
- Subject:
- Linguistics, Sociolinguistics / Anthropological Linguistics
In a class action suit based on deceptive trade practices brought by eleven state attorneys general against the maker of a nicotine skin patch, plaintiffs claimed that the advertisements for that ...
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In a class action suit based on deceptive trade practices brought by eleven state attorneys general against the maker of a nicotine skin patch, plaintiffs claimed that the advertisements for that product made deceptive and false claims about its ability to cause smokers to “quit smoking” and that claims to success in this were based on inadequate research tests. Analysis of the narrative structure of the advertisement indicates that it did not include the conventional evaluation phase. The advertisement's implicature is that the narrator now thinks he can quit smoking, but nowhere does he say that he successfully quit. Semantic analyses of “quit” and “quitter” do not convey total permanence but, rather, ambiguously suggest an attempt with either permanent or temporal effects, supported by many citations based on a Lexis/Nexis search of media usage. If the advertisement had wanted to indicate permanence, the defense suggested words available in the lexicon to do this.Less
In a class action suit based on deceptive trade practices brought by eleven state attorneys general against the maker of a nicotine skin patch, plaintiffs claimed that the advertisements for that product made deceptive and false claims about its ability to cause smokers to “quit smoking” and that claims to success in this were based on inadequate research tests. Analysis of the narrative structure of the advertisement indicates that it did not include the conventional evaluation phase. The advertisement's implicature is that the narrator now thinks he can quit smoking, but nowhere does he say that he successfully quit. Semantic analyses of “quit” and “quitter” do not convey total permanence but, rather, ambiguously suggest an attempt with either permanent or temporal effects, supported by many citations based on a Lexis/Nexis search of media usage. If the advertisement had wanted to indicate permanence, the defense suggested words available in the lexicon to do this.
Roger W. Shuy
- Published in print:
- 2008
- Published Online:
- May 2008
- ISBN:
- 9780195328837
- eISBN:
- 9780199870165
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195328837.003.0008
- Subject:
- Linguistics, Sociolinguistics / Anthropological Linguistics
The case of a bank's advertisements about the rate of return for its certificates of deposit centered on the use of the lexical items in the bank's advertisements and other materials, specifically ...
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The case of a bank's advertisements about the rate of return for its certificates of deposit centered on the use of the lexical items in the bank's advertisements and other materials, specifically “interest,” “simple interest,” and “compound interest.” A plaintiff bought CDs in 1983, before the Federal Deposit Insurance Corporation began to require banks to specify the difference between simple and compound interest in their advertisements. Principles of lexical semantics and marking were used to indicate the taxonomic hierarchy of relationships between interest (the unmarked highest node), simple interest, and compound interest (the marked lower nodes), because the latter two can be differentiated from each other and are more morphologically complex while maintaining their relationship with the higher node. Principles of language change also were relevant to this case. Historical records of the use of these terms supported the defense that when the plaintiff purchased the CDs, there was no usage or legal reason for the bank to have indicated what type of interest would be paid. Because “simple interest” was the unmarked form at the time of purchase, synonymous with “interest,” the bank did not engage in deceptive trade practice.Less
The case of a bank's advertisements about the rate of return for its certificates of deposit centered on the use of the lexical items in the bank's advertisements and other materials, specifically “interest,” “simple interest,” and “compound interest.” A plaintiff bought CDs in 1983, before the Federal Deposit Insurance Corporation began to require banks to specify the difference between simple and compound interest in their advertisements. Principles of lexical semantics and marking were used to indicate the taxonomic hierarchy of relationships between interest (the unmarked highest node), simple interest, and compound interest (the marked lower nodes), because the latter two can be differentiated from each other and are more morphologically complex while maintaining their relationship with the higher node. Principles of language change also were relevant to this case. Historical records of the use of these terms supported the defense that when the plaintiff purchased the CDs, there was no usage or legal reason for the bank to have indicated what type of interest would be paid. Because “simple interest” was the unmarked form at the time of purchase, synonymous with “interest,” the bank did not engage in deceptive trade practice.
Pat Willmer
- Published in print:
- 2011
- Published Online:
- October 2017
- ISBN:
- 9780691128610
- eISBN:
- 9781400838943
- Item type:
- chapter
- Publisher:
- Princeton University Press
- DOI:
- 10.23943/princeton/9780691128610.003.0005
- Subject:
- Biology, Ecology
This chapter examines how color interacts with the other visual signals from floral size, shape, and outline in enhancing floral attraction to visitors. Visual attraction by flowers is linked to ...
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This chapter examines how color interacts with the other visual signals from floral size, shape, and outline in enhancing floral attraction to visitors. Visual attraction by flowers is linked to floral shape and size. For most pollinators, color and color patterns are attractive. Most of today’s key pollinating taxa have good color vision, and flowers should have been selected to interact with their visitors’ visual abilities. The chapter first considers floral pigments and floral color before discussing the problems of defining and measuring color in flowers. It then explains how animals perceive flower color and proceeds by analyzing color preferences in animals, along with the ecology and evolution of flower color and color preferences. It also explores nectar guides, how floral color change can control pollinators, and other visual cues used for advertisement. Finally, it asks why flower colors diverge, citing the role of selection.Less
This chapter examines how color interacts with the other visual signals from floral size, shape, and outline in enhancing floral attraction to visitors. Visual attraction by flowers is linked to floral shape and size. For most pollinators, color and color patterns are attractive. Most of today’s key pollinating taxa have good color vision, and flowers should have been selected to interact with their visitors’ visual abilities. The chapter first considers floral pigments and floral color before discussing the problems of defining and measuring color in flowers. It then explains how animals perceive flower color and proceeds by analyzing color preferences in animals, along with the ecology and evolution of flower color and color preferences. It also explores nectar guides, how floral color change can control pollinators, and other visual cues used for advertisement. Finally, it asks why flower colors diverge, citing the role of selection.
Pat Willmer
- Published in print:
- 2011
- Published Online:
- October 2017
- ISBN:
- 9780691128610
- eISBN:
- 9781400838943
- Item type:
- chapter
- Publisher:
- Princeton University Press
- DOI:
- 10.23943/princeton/9780691128610.003.0006
- Subject:
- Biology, Ecology
This chapter examines how flowers use olfactory signals to attract pollinators. Floral scents mostly result from the production of small amounts of simple volatile organic compounds. The molecular ...
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This chapter examines how flowers use olfactory signals to attract pollinators. Floral scents mostly result from the production of small amounts of simple volatile organic compounds. The molecular size of these components largely determines their volatility, and hence the distance they will travel from the plant over a given time span. Plant volatiles emitted as scents are typically lipophilic compounds, all of which are able to cross biological membranes and evaporate into the atmosphere readily. The chapter frst describes different types of floral scents before discussing the techniques used in the collection and measurement scents. It then considers variation in floral scents, along with the discrimination and detection ranges of floral odors. It also explains the importance of odor learning to visitors’ ability to discriminate and to maintaining reproductive isolation for the plant. Finally, it provides an overview of interactions of scents with other floral signals used for advertisement.Less
This chapter examines how flowers use olfactory signals to attract pollinators. Floral scents mostly result from the production of small amounts of simple volatile organic compounds. The molecular size of these components largely determines their volatility, and hence the distance they will travel from the plant over a given time span. Plant volatiles emitted as scents are typically lipophilic compounds, all of which are able to cross biological membranes and evaporate into the atmosphere readily. The chapter frst describes different types of floral scents before discussing the techniques used in the collection and measurement scents. It then considers variation in floral scents, along with the discrimination and detection ranges of floral odors. It also explains the importance of odor learning to visitors’ ability to discriminate and to maintaining reproductive isolation for the plant. Finally, it provides an overview of interactions of scents with other floral signals used for advertisement.
Virgil K.Y. Ho
- Published in print:
- 2005
- Published Online:
- February 2006
- ISBN:
- 9780199282715
- eISBN:
- 9780191603037
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/0199282714.003.0003
- Subject:
- Economics and Finance, Economic History
The Cantonese displayed acceptance of Westerners and their cultures in the late imperial and Republican period, in spite of their reputation for being xenophobic and anti-foreign since the days of ...
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The Cantonese displayed acceptance of Westerners and their cultures in the late imperial and Republican period, in spite of their reputation for being xenophobic and anti-foreign since the days of the Opium War. Many people in Canton adopted an unmistakably pro-West attitude, from popular favourable perceptions of such foreign ‘imperialist enclaves’ as Hong Kong and Shameen to the advocacy for total Westernization by senior academics from a Canton university. Despite its much propagated anti-imperialist stance, the local nationalist government was, in reality, highly conciliatory when dealing with foreign powers.Less
The Cantonese displayed acceptance of Westerners and their cultures in the late imperial and Republican period, in spite of their reputation for being xenophobic and anti-foreign since the days of the Opium War. Many people in Canton adopted an unmistakably pro-West attitude, from popular favourable perceptions of such foreign ‘imperialist enclaves’ as Hong Kong and Shameen to the advocacy for total Westernization by senior academics from a Canton university. Despite its much propagated anti-imperialist stance, the local nationalist government was, in reality, highly conciliatory when dealing with foreign powers.
Gary Cross
- Published in print:
- 2004
- Published Online:
- January 2010
- ISBN:
- 9780195156669
- eISBN:
- 9780199868254
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195156669.001.0001
- Subject:
- History, American History: 20th Century
The cute child — spunky, yet dependent, naughty but nice — is largely a 20th-century invention. This book examines how that look emerged in American popular culture and holidays and how the cute ...
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The cute child — spunky, yet dependent, naughty but nice — is largely a 20th-century invention. This book examines how that look emerged in American popular culture and holidays and how the cute turned into the cool, seemingly its opposite, in stories and games. It shows how adults have created the ideal of the innocent childhood and have used this to project adult needs and frustrations rather than concerns about protecting and nurturing the young — and how the images, goods, and rituals of childhood have been co-opted by the commercial world. Magazine and TV advertisements, articles from the popular press, comic strips, movies, radio scripts, child-rearing manuals, and government publications support this argument and the book is illustrated with cartoons, toys, ads, and photos.Less
The cute child — spunky, yet dependent, naughty but nice — is largely a 20th-century invention. This book examines how that look emerged in American popular culture and holidays and how the cute turned into the cool, seemingly its opposite, in stories and games. It shows how adults have created the ideal of the innocent childhood and have used this to project adult needs and frustrations rather than concerns about protecting and nurturing the young — and how the images, goods, and rituals of childhood have been co-opted by the commercial world. Magazine and TV advertisements, articles from the popular press, comic strips, movies, radio scripts, child-rearing manuals, and government publications support this argument and the book is illustrated with cartoons, toys, ads, and photos.
Gary Cross
- Published in print:
- 2004
- Published Online:
- January 2010
- ISBN:
- 9780195156669
- eISBN:
- 9780199868254
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195156669.003.0003
- Subject:
- History, American History: 20th Century
The modern notion of the child as “cute” as opposed to merely adorable or even charming crosses a boundary. The meaning of the word “cute” underwent a transformation, from the manipulative and ...
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The modern notion of the child as “cute” as opposed to merely adorable or even charming crosses a boundary. The meaning of the word “cute” underwent a transformation, from the manipulative and devious adult to the lively charm of the willful child, suggesting a new tolerance for the headstrong, even manipulative, youngster. This suggests that the attractive, bubbling enthusiasm associated with children is no longer seen negatively as manipulative or devilish, but positively as charming and even desirable. The cute became the look of wondrous innocence. Cute children became the New Kids in dolls, illustrated stories, magazines, and advertisements. This chapter examines how parents contributed to the idea of the cute child through their style of child rearing, and how this image promoted consumerism.Less
The modern notion of the child as “cute” as opposed to merely adorable or even charming crosses a boundary. The meaning of the word “cute” underwent a transformation, from the manipulative and devious adult to the lively charm of the willful child, suggesting a new tolerance for the headstrong, even manipulative, youngster. This suggests that the attractive, bubbling enthusiasm associated with children is no longer seen negatively as manipulative or devilish, but positively as charming and even desirable. The cute became the look of wondrous innocence. Cute children became the New Kids in dolls, illustrated stories, magazines, and advertisements. This chapter examines how parents contributed to the idea of the cute child through their style of child rearing, and how this image promoted consumerism.
Gary Cross
- Published in print:
- 2004
- Published Online:
- January 2010
- ISBN:
- 9780195156669
- eISBN:
- 9780199868254
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195156669.003.0005
- Subject:
- History, American History: 20th Century
The 1984 film Gremlins is a classic example of how wondrous innocence can go astray. The adorable Gizmos on which we lavish love and attention in our typical middle-class homes can become the bratty ...
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The 1984 film Gremlins is a classic example of how wondrous innocence can go astray. The adorable Gizmos on which we lavish love and attention in our typical middle-class homes can become the bratty Gremlins almost without our seeing why. In real life, most parents today think that this transformation has to do with their “breaking the rules”. Ironically, the ways that adults have shared the image of wondrous innocence with their children explains part of the shift from the cute to the cool. Adult fascination with the image of the cute child — the naughty-but-nice boy and the sweet and coquettish girl — redefined adult understanding of childhood in the rituals of family life in the early 20th century. Even more important, parents passed that fascination on to the children themselves. It is no surprise, then, that the entertainment industry appealed directly to children, in effect, accelerating the parents' penchant for passing the cute to the cute.Less
The 1984 film Gremlins is a classic example of how wondrous innocence can go astray. The adorable Gizmos on which we lavish love and attention in our typical middle-class homes can become the bratty Gremlins almost without our seeing why. In real life, most parents today think that this transformation has to do with their “breaking the rules”. Ironically, the ways that adults have shared the image of wondrous innocence with their children explains part of the shift from the cute to the cool. Adult fascination with the image of the cute child — the naughty-but-nice boy and the sweet and coquettish girl — redefined adult understanding of childhood in the rituals of family life in the early 20th century. Even more important, parents passed that fascination on to the children themselves. It is no surprise, then, that the entertainment industry appealed directly to children, in effect, accelerating the parents' penchant for passing the cute to the cute.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.001.0001
- Subject:
- Political Science, American Politics, International Relations and Politics
This book explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits. Military service has strong ...
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This book explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits. Military service has strong historical ties to masculinity, but conscription ended during a period when masculinity was widely perceived to be in crisis and women’s roles were expanding. The central question the book asks is whether, in the era of the all-volunteer force, masculinity is the underlying basis of military recruiting appeals and if so, in what forms It also asks how women fit into the gendering of service. Based on an analysis of more than 300 print advertisements published between the early 1970s and 2007, as well as television commercials and recruiting Websites, the book argues that masculinity is still a foundation of the appeals, but each branch deploys various constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them. While the Marines rely almost exclusively on a traditional, warrior form of masculinity, the Army, Navy, and Air Force draw on various strands of masculinity that are in circulation in the wider culture, including economic independence and breadwinner status, dominance and mastery through technology, and hybrid masculinity which combines egalitarianism and compassion with strength and power. The inclusion of a few token military women in recruiting advertisements has become routine, but the representations of service make it clear that men are the primary audience and combat their exclusive domain.Less
This book explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits. Military service has strong historical ties to masculinity, but conscription ended during a period when masculinity was widely perceived to be in crisis and women’s roles were expanding. The central question the book asks is whether, in the era of the all-volunteer force, masculinity is the underlying basis of military recruiting appeals and if so, in what forms It also asks how women fit into the gendering of service. Based on an analysis of more than 300 print advertisements published between the early 1970s and 2007, as well as television commercials and recruiting Websites, the book argues that masculinity is still a foundation of the appeals, but each branch deploys various constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them. While the Marines rely almost exclusively on a traditional, warrior form of masculinity, the Army, Navy, and Air Force draw on various strands of masculinity that are in circulation in the wider culture, including economic independence and breadwinner status, dominance and mastery through technology, and hybrid masculinity which combines egalitarianism and compassion with strength and power. The inclusion of a few token military women in recruiting advertisements has become routine, but the representations of service make it clear that men are the primary audience and combat their exclusive domain.
M. Pollard
- Published in print:
- 1990
- Published Online:
- October 2011
- ISBN:
- 9780198184096
- eISBN:
- 9780191674174
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780198184096.001.0001
- Subject:
- Literature, 17th-century and Restoration Literature, 16th-century and Renaissance Literature
The Irish book trade has hitherto been viewed as a footnote to the English trade. This book studies Irish bookselling practices, particularly those of Dublin. The study draws on a wealth of material ...
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The Irish book trade has hitherto been viewed as a footnote to the English trade. This book studies Irish bookselling practices, particularly those of Dublin. The study draws on a wealth of material — daybooks, imprints, advertisements, and the books themselves — to build up a detailed picture of the fortunes and practices of Irish bookselling. The English book trade bore heavily on the Irish, especially in the areas of legal restraints and censorship. Interestingly, there are documented instances of book-smuggling to Britain. But the study does not concentrate solely on relations with London: it looks at the market at home, the structure and economic background to the Dublin trade, and at what books were published and for whom. In particular, it examines the significant expansion of the book trade during the 18th century, and surveys imports and exports for the first time.Less
The Irish book trade has hitherto been viewed as a footnote to the English trade. This book studies Irish bookselling practices, particularly those of Dublin. The study draws on a wealth of material — daybooks, imprints, advertisements, and the books themselves — to build up a detailed picture of the fortunes and practices of Irish bookselling. The English book trade bore heavily on the Irish, especially in the areas of legal restraints and censorship. Interestingly, there are documented instances of book-smuggling to Britain. But the study does not concentrate solely on relations with London: it looks at the market at home, the structure and economic background to the Dublin trade, and at what books were published and for whom. In particular, it examines the significant expansion of the book trade during the 18th century, and surveys imports and exports for the first time.
Matthew Rubery
- Published in print:
- 2009
- Published Online:
- September 2009
- ISBN:
- 9780195369267
- eISBN:
- 9780199871148
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195369267.003.0003
- Subject:
- Literature, 19th-century and Victorian Literature
This chapter looks at the reading communities formed through the personal advertisements on the newspaper's front page. Its second column came to be known in the late 19th century as the “agony ...
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This chapter looks at the reading communities formed through the personal advertisements on the newspaper's front page. Its second column came to be known in the late 19th century as the “agony column” for its emphasis on personal distress, ranging from pathetic tales of runaway husbands to plaintive cries for attention from lonely hearts. Such heartfelt pleas did not escape the attention of the school of sensation novelists, who were quick to capitalize on the criminal possibilities of the most interactive section of the newspaper through an improbable number of phony marriage announcements, misreported obituaries, and unanswered missing-persons inquiries among their fictional narratives. Wilkie Collins's The Woman in White, Ellen Wood's East Lynne, and Mary Braddon's Lady Audley's Secret illustrate how the newspaper could be used to begin a second life. The misuse of advertisements in these novels taps into the at-once stimulating and disturbing implications of anonymity in modern life brought within everyone's reach through the daily press. Audiences were not just reading about other people's lives in the newspaper. They were using the newspaper to change their own.Less
This chapter looks at the reading communities formed through the personal advertisements on the newspaper's front page. Its second column came to be known in the late 19th century as the “agony column” for its emphasis on personal distress, ranging from pathetic tales of runaway husbands to plaintive cries for attention from lonely hearts. Such heartfelt pleas did not escape the attention of the school of sensation novelists, who were quick to capitalize on the criminal possibilities of the most interactive section of the newspaper through an improbable number of phony marriage announcements, misreported obituaries, and unanswered missing-persons inquiries among their fictional narratives. Wilkie Collins's The Woman in White, Ellen Wood's East Lynne, and Mary Braddon's Lady Audley's Secret illustrate how the newspaper could be used to begin a second life. The misuse of advertisements in these novels taps into the at-once stimulating and disturbing implications of anonymity in modern life brought within everyone's reach through the daily press. Audiences were not just reading about other people's lives in the newspaper. They were using the newspaper to change their own.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.003.0003
- Subject:
- Political Science, American Politics, International Relations and Politics
Chapter 3 provides background material on the Army’s culture and recruiting history, before presenting an analysis of the recruiting materials. Army advertising sometimes showcases traditional ...
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Chapter 3 provides background material on the Army’s culture and recruiting history, before presenting an analysis of the recruiting materials. Army advertising sometimes showcases traditional warrior masculinity, featuring weaponry and soldiers who test themselves, but makes other masculine appeals as well, like acquiring a good trade that allows economic independence, building character and self-confidence, and gaining technological prowess. The Army has also created ads that combine martial imagery with the language of business, creating a bridge between the older forms of masculinity with which Army service had been associated and newer, business-world forms of masculinity that are gaining prominence in civilian society. The chapter gives a brief history of women in the Army and examines their portrayal in recruiting advertisements. The Army has presented women the most frequently of any of the services and has gone the furthest in framing them as normal, unexceptional members of the institution, though they are never associated with combat or weaponry.Less
Chapter 3 provides background material on the Army’s culture and recruiting history, before presenting an analysis of the recruiting materials. Army advertising sometimes showcases traditional warrior masculinity, featuring weaponry and soldiers who test themselves, but makes other masculine appeals as well, like acquiring a good trade that allows economic independence, building character and self-confidence, and gaining technological prowess. The Army has also created ads that combine martial imagery with the language of business, creating a bridge between the older forms of masculinity with which Army service had been associated and newer, business-world forms of masculinity that are gaining prominence in civilian society. The chapter gives a brief history of women in the Army and examines their portrayal in recruiting advertisements. The Army has presented women the most frequently of any of the services and has gone the furthest in framing them as normal, unexceptional members of the institution, though they are never associated with combat or weaponry.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.003.0004
- Subject:
- Political Science, American Politics, International Relations and Politics
Chapter 4 provides background material on the Navy’s culture and recruiting history, with some emphasis on the role of race, before presenting an analysis of the recruiting advertisements. Navy ...
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Chapter 4 provides background material on the Navy’s culture and recruiting history, with some emphasis on the role of race, before presenting an analysis of the recruiting advertisements. Navy recruiting appeals have tended to shift back and forth between a focus on career and benefits—first presented in terms of masculine pride in work that is physically and mentally challenging and later shifting to an emphasis on professional careers, personal success, and advanced technology, aligning the Navy with the high-status careers of the information age and its emerging dominant models of masculinity—and a focus on adventure and the traditional benefits of life at sea, like excitement, challenge, and travel. The chapter also gives a brief history of women in the Navy and examines their portrayal in recruiting materials. While recruiting materials have made token references to female sailors, women often represent the pleasures of travel and shore leave.Less
Chapter 4 provides background material on the Navy’s culture and recruiting history, with some emphasis on the role of race, before presenting an analysis of the recruiting advertisements. Navy recruiting appeals have tended to shift back and forth between a focus on career and benefits—first presented in terms of masculine pride in work that is physically and mentally challenging and later shifting to an emphasis on professional careers, personal success, and advanced technology, aligning the Navy with the high-status careers of the information age and its emerging dominant models of masculinity—and a focus on adventure and the traditional benefits of life at sea, like excitement, challenge, and travel. The chapter also gives a brief history of women in the Navy and examines their portrayal in recruiting materials. While recruiting materials have made token references to female sailors, women often represent the pleasures of travel and shore leave.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.003.0005
- Subject:
- Political Science, American Politics, International Relations and Politics
Chapter 5 provides background material on the Marine Corps’ culture and recruiting history, before presenting an analysis of the recruiting materials. Over the course of the all-volunteer force, ...
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Chapter 5 provides background material on the Marine Corps’ culture and recruiting history, before presenting an analysis of the recruiting materials. Over the course of the all-volunteer force, Marine Corps advertising has consistently emphasized elitism and sent the message that the Marines will demand that a recruit prove his worth, but once he has, he’s part of an exclusive warrior brotherhood. The Marines offer a rite of passage into manhood. Based on their structure and personnel needs, the Marines need to use only one version of masculinity—traditional warrior masculinity—in their appeals. The chapter also gives a brief history of women in the Marines and examines their portrayal in recruiting materials. The Marines have the smallest percentage of women of any of the services. Marine recruiting advertisements rarely show women and make no attempt to use gender-inclusive language. The few Marine ads that feature women are published only in magazines aimed at women.Less
Chapter 5 provides background material on the Marine Corps’ culture and recruiting history, before presenting an analysis of the recruiting materials. Over the course of the all-volunteer force, Marine Corps advertising has consistently emphasized elitism and sent the message that the Marines will demand that a recruit prove his worth, but once he has, he’s part of an exclusive warrior brotherhood. The Marines offer a rite of passage into manhood. Based on their structure and personnel needs, the Marines need to use only one version of masculinity—traditional warrior masculinity—in their appeals. The chapter also gives a brief history of women in the Marines and examines their portrayal in recruiting materials. The Marines have the smallest percentage of women of any of the services. Marine recruiting advertisements rarely show women and make no attempt to use gender-inclusive language. The few Marine ads that feature women are published only in magazines aimed at women.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.003.0006
- Subject:
- Political Science, American Politics, International Relations and Politics
Chapter 6 provides background material on the Air Force’s culture and recruiting history, before presenting an analysis of the recruiting materials. Air Force advertising has emphasized job training ...
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Chapter 6 provides background material on the Air Force’s culture and recruiting history, before presenting an analysis of the recruiting materials. Air Force advertising has emphasized job training and specifically offered respect and advancement to blue-collar, mechanically inclined young men, reinforcing a working-class masculinity. Air Force recruiting has also made advanced technology a central draw; through association with this technology, the Air Force offers the masculine rewards of mastery, dominance, and control. In recent years, the Air Force has offered recruits not direct physical excitement, but the vicarious thrills of video games, which provide extreme experiences through the mediation of technology. The chapter also gives a brief history of women in the Air Force and examines their portrayal in recruiting advertisements. The Air Force has the largest percentage of women, but its advertising has mainly targeted technically inclined young men; women have been only a token presence.Less
Chapter 6 provides background material on the Air Force’s culture and recruiting history, before presenting an analysis of the recruiting materials. Air Force advertising has emphasized job training and specifically offered respect and advancement to blue-collar, mechanically inclined young men, reinforcing a working-class masculinity. Air Force recruiting has also made advanced technology a central draw; through association with this technology, the Air Force offers the masculine rewards of mastery, dominance, and control. In recent years, the Air Force has offered recruits not direct physical excitement, but the vicarious thrills of video games, which provide extreme experiences through the mediation of technology. The chapter also gives a brief history of women in the Air Force and examines their portrayal in recruiting advertisements. The Air Force has the largest percentage of women, but its advertising has mainly targeted technically inclined young men; women have been only a token presence.
Melissa T. Brown
- Published in print:
- 2012
- Published Online:
- May 2012
- ISBN:
- 9780199842827
- eISBN:
- 9780199933105
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199842827.003.0007
- Subject:
- Political Science, American Politics, International Relations and Politics
Chapter 7 takes up the question of how the gendered constructions of military service developed by each branch are altered by the context of actual war fighting. It examines how the Iraq War and ...
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Chapter 7 takes up the question of how the gendered constructions of military service developed by each branch are altered by the context of actual war fighting. It examines how the Iraq War and Afghanistan War have affected each branch’s ability to recruit and how each has responded to the conflicts in their recruiting materials. In a departure from earlier wartime recruiting practices, recruiting advertisements continued to offer the same range of inducements used throughout the course of the all-volunteer force and make only limited, mostly indirect references to the conflicts at hand. Combat imagery, disconnected from the conflicts, is used to denote a masculine realm of challenge, excitement, and brotherhood. Within the recruiting ads, women’s roles are carefully contained. Even as the wars have expanded their military roles and placed some women in combat, the depictions of women continue to segregate them from any markers of war.Less
Chapter 7 takes up the question of how the gendered constructions of military service developed by each branch are altered by the context of actual war fighting. It examines how the Iraq War and Afghanistan War have affected each branch’s ability to recruit and how each has responded to the conflicts in their recruiting materials. In a departure from earlier wartime recruiting practices, recruiting advertisements continued to offer the same range of inducements used throughout the course of the all-volunteer force and make only limited, mostly indirect references to the conflicts at hand. Combat imagery, disconnected from the conflicts, is used to denote a masculine realm of challenge, excitement, and brotherhood. Within the recruiting ads, women’s roles are carefully contained. Even as the wars have expanded their military roles and placed some women in combat, the depictions of women continue to segregate them from any markers of war.
Kyle Ainsworth
- Published in print:
- 2018
- Published Online:
- May 2019
- ISBN:
- 9780813056036
- eISBN:
- 9780813053806
- Item type:
- chapter
- Publisher:
- University Press of Florida
- DOI:
- 10.5744/florida/9780813056036.003.0009
- Subject:
- History, African-American History
Drawing from the exceptional stories of hundreds of Texas fugitive slaves, this chapter examines how runaways navigated the geography of slavery and freedom in that state in the antebellum period. It ...
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Drawing from the exceptional stories of hundreds of Texas fugitive slaves, this chapter examines how runaways navigated the geography of slavery and freedom in that state in the antebellum period. It places Texas in the growing Atlantic historiography of runaway slaves, and considers the unique circumstances under which enslaved people fled in the southern borderlands. A new available digital resource, the Texas Runaway Slave Project, which features more than 1,800 documented escape attempts by Texas slaves, is the basis for this study. The chapter delves into the wealth of information available in newspaper metadata, analyzing the minutiae of runaway slave advertisements, including publication decisions, word choice, content repetition, and variation, in order to supplement traditional demographic analyses of fugitive slaves.Less
Drawing from the exceptional stories of hundreds of Texas fugitive slaves, this chapter examines how runaways navigated the geography of slavery and freedom in that state in the antebellum period. It places Texas in the growing Atlantic historiography of runaway slaves, and considers the unique circumstances under which enslaved people fled in the southern borderlands. A new available digital resource, the Texas Runaway Slave Project, which features more than 1,800 documented escape attempts by Texas slaves, is the basis for this study. The chapter delves into the wealth of information available in newspaper metadata, analyzing the minutiae of runaway slave advertisements, including publication decisions, word choice, content repetition, and variation, in order to supplement traditional demographic analyses of fugitive slaves.
Alexander Somek
- Published in print:
- 2008
- Published Online:
- January 2009
- ISBN:
- 9780199542086
- eISBN:
- 9780191715518
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199542086.003.0003
- Subject:
- Law, Philosophy of Law, EU Law
This chapter draws on an instance of risk regulation, namely tobacco control, in order to explain the growth of the community's legislative power on the basis of Article 95. It explains that it is no ...
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This chapter draws on an instance of risk regulation, namely tobacco control, in order to explain the growth of the community's legislative power on the basis of Article 95. It explains that it is no accident that risk regulation is contentious. Risk regulation is rife with the illiberal zeal to shut down and to suppress the risk-perception of others. Not by accident, it is a touchstone for how well a society does at sorting out disagreement on the basis of public contestation and mutual accommodation. Regulating the communication of information about smoking has played a pivotal role in the ECJ's more general formulation of the Union's competence. Indeed, that it had been this type of issue that led to the consolidation of Union competence makes the relevant case law even more remarkable. Apparently, the Union's power becomes holistic when it begins to cut deeply into the European way of life.Less
This chapter draws on an instance of risk regulation, namely tobacco control, in order to explain the growth of the community's legislative power on the basis of Article 95. It explains that it is no accident that risk regulation is contentious. Risk regulation is rife with the illiberal zeal to shut down and to suppress the risk-perception of others. Not by accident, it is a touchstone for how well a society does at sorting out disagreement on the basis of public contestation and mutual accommodation. Regulating the communication of information about smoking has played a pivotal role in the ECJ's more general formulation of the Union's competence. Indeed, that it had been this type of issue that led to the consolidation of Union competence makes the relevant case law even more remarkable. Apparently, the Union's power becomes holistic when it begins to cut deeply into the European way of life.
Thomas F. Bonnell
- Published in print:
- 2008
- Published Online:
- October 2011
- ISBN:
- 9780199532209
- eISBN:
- 9780191700996
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199532209.003.0009
- Subject:
- Literature, 18th-century Literature
This chapter discusses Charles Cooke and his idea of a pocket library. The chapter argues that Cooke's concept combines Bell's idea of a national library and Wenman's insight for inexpensive books. ...
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This chapter discusses Charles Cooke and his idea of a pocket library. The chapter argues that Cooke's concept combines Bell's idea of a national library and Wenman's insight for inexpensive books. The chapter explains Cooke's ‘important object of easy purchase’ and his advertising apparatus. Cooke's advertisement stresses that his books were better illustrated and printed on better paper than any works of the poets at three times the price. Cooke positioned himself in the market by coupling his undeniable compromises in page layout with a generous schedule of ‘embellishments’. Cooke launched his series with poets whose pictures, scenery, and imagery were more amenable to constructions of British nationalism and evocative of a bardic interplay with landscape. The figure of the bard served as a vehicle for bringing together a community as wide as Cooke's network of distribution. Features of portability and ornamental potential were consistent promotional themes of Cooke's editions.Less
This chapter discusses Charles Cooke and his idea of a pocket library. The chapter argues that Cooke's concept combines Bell's idea of a national library and Wenman's insight for inexpensive books. The chapter explains Cooke's ‘important object of easy purchase’ and his advertising apparatus. Cooke's advertisement stresses that his books were better illustrated and printed on better paper than any works of the poets at three times the price. Cooke positioned himself in the market by coupling his undeniable compromises in page layout with a generous schedule of ‘embellishments’. Cooke launched his series with poets whose pictures, scenery, and imagery were more amenable to constructions of British nationalism and evocative of a bardic interplay with landscape. The figure of the bard served as a vehicle for bringing together a community as wide as Cooke's network of distribution. Features of portability and ornamental potential were consistent promotional themes of Cooke's editions.
