{"title":"当你出现在士力架广告中时，你就不是你了:名人、互文性和男子气概","authors":"Michael M. Tollefson","doi":"10.1080/17459435.2019.1605403","DOIUrl":null,"url":null,"abstract":"Snickers’ “you’re not you when you’re hungry” (YNY) campaign premiered in 2010. Ad agency BBDO, New York (2017) designed the ads as the centerpiece of an expensive, celebrity-filled Super Bowl promotion. This rhetorical analysis interprets the ads in terms of celebrities serving as intertextual messages that not only sell nut-filled chocolate bars but also reinforce identity stereotypes. In particular, the ads reinforce stereotypes of traditional sex roles. The ads reward viewer knowledge that plays into these stereotypes.","PeriodicalId":406864,"journal":{"name":"Qualitative Research Reports in Communication","volume":"20 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"You’re not you when you’re in a snickers’ ad: Celebrity, intertextuality, and masculinity\",\"authors\":\"Michael M. Tollefson\",\"doi\":\"10.1080/17459435.2019.1605403\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Snickers’ “you’re not you when you’re hungry” (YNY) campaign premiered in 2010. Ad agency BBDO, New York (2017) designed the ads as the centerpiece of an expensive, celebrity-filled Super Bowl promotion. This rhetorical analysis interprets the ads in terms of celebrities serving as intertextual messages that not only sell nut-filled chocolate bars but also reinforce identity stereotypes. In particular, the ads reinforce stereotypes of traditional sex roles. The ads reward viewer knowledge that plays into these stereotypes.\",\"PeriodicalId\":406864,\"journal\":{\"name\":\"Qualitative Research Reports in Communication\",\"volume\":\"20 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Qualitative Research Reports in Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/17459435.2019.1605403\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Qualitative Research Reports in Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17459435.2019.1605403","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
You’re not you when you’re in a snickers’ ad: Celebrity, intertextuality, and masculinity
Snickers’ “you’re not you when you’re hungry” (YNY) campaign premiered in 2010. Ad agency BBDO, New York (2017) designed the ads as the centerpiece of an expensive, celebrity-filled Super Bowl promotion. This rhetorical analysis interprets the ads in terms of celebrities serving as intertextual messages that not only sell nut-filled chocolate bars but also reinforce identity stereotypes. In particular, the ads reinforce stereotypes of traditional sex roles. The ads reward viewer knowledge that plays into these stereotypes.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
