La Femvertising ha aparecido con fuerza en los últimos años como una estrategia de comunicación persuasiva que intenta eliminar los estereotipos de género al tiempo que trabaja por el empoderamiento de las consumidoras. Sin embargo, el carácter esencialmente comercial de la publicidad plantea dudas sobre sus verdaderos fines. Si bien deberían tender al cambio social, siempre emerge la sospecha ante la posible instrumentalización del feminismo en función de objetivos comerciales. El presente artículo pretende contribuir a paliar la escasez de bibliografía (...) especializada sobre Femvertising, por lo que comienza por ofrecer antecedentes de este tipo de publicidad, plantea luego los nudos teóricos que deben abordarse desde la filosofía feminista y, finalmente, construye una metodología para analizar o diseñar publicidad que genere feminismo (Advertising Profem o Publicidad Profem), enfoque más adecuado para los intereses de género que la definición como publicidad feminista.‘Femvertising’ has gained relevance in the last few years as a strategy of persuasive communication that tries to eliminate gender stereotypes while promoting the empowerment of female consumers. However, the essentially commercial quality of advertising raises doubts about its actual aims. Although ‘femvertising’ is supposed to tend towards social change, there is always some suspicion about its instrumentalization of feminism for commercial purposes. This paper tries to fill a gap within the specialized bibliography on ‘femvertising’. In order to do so, it revises its origins, it explores its main theoretical keys from the point of view of feminist philosophy and, finally, it elaborates a method to analyze or design a type of ‘advertising that generates feminism’, which we have dubbed ‘profem advertising’, taking an approach that seems to be more useful for gender-based interests than the more problematic definition of ‘feminist advertising’. (shrink)

Rhetoric as a persuasive technique, school subject and social practice has determined our literary and social linguistic life since the 5th century BC. Its history is the history of the production of speech under changing social conditions. Rhetoric has managed to re-establish itself as an academic subject at German universities since the 1960s, and today, in our advanced media society, it plays an outstanding role in advertising, sales and the social technology of management. - The Rhetoric Yearbook summarises rhetoric (...) research in Germany and presents new publications in an extended review section. A current bibliography provides information on all German-language publications related to rhetoric.Contributions are published in English, French and German. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Reviewed by:Maternal Megalomania: Julia Domna and the Imperial Politics of Motherhood by Julie LangfordLien FoubertJulie Langford. Maternal Megalomania: Julia Domna and the Imperial Politics of Motherhood. Baltimore, Md.: Johns Hopkins University Press, 2013. xiv + 203 pp. 20 black-and-white figs. Cloth, $55.It is now well-established that, through various media, imperial propaganda was aimed at different groups in Roman society. Ever since Jaś Elsner’s influential publication (Art and the Roman (...) Viewer: The Transformation of Art from the Pagan World to Christianity [Cambridge 1995]), scholars have also widely acknowledged that one should always reckon with the role of “the viewer” when studying processes of communication. Yet it remains difficult to find ways of measuring viewers’ responses to imperial messages, in particular when it concerns imperial [End Page 678] women, for whom we have far less evidence than for the male protagonists of Roman imperial history. Julie Langford’s study of the representation of Julia Domna and the way in which her image as a mother was perceived by the military, the Populus Romanus, and the Senate is, therefore, a much needed scholarly enterprise. By choosing this approach, the author builds on the model of the Principate as an “acceptance system,” first introduced by Egon Flaig in 1992 (Den Kaiser herausfordern: die Usurpation im römischen Reich [Frankfurt]), although this influence remains implicit as Flaig’s text is not mentioned in the introduction nor is it included in the bibliography. In this monograph, which is explicitly not intended as a biography in search of the “real” Julia Domna, Langford aims at examining the ideological negotiations that took place between image-makers.In chapter 1 (“Not Your Momma. Problematizing Julia Domna as the Mater Castrorum”), the author sets out to examine the relationship between the military and Julia Domna by means of a study of ideological discourses on the presence of women in a military context up to the time of Septimius Severus, the conferral of the title Mater Castrorum on Faustina Minor and Julia Domna, and the reactions to the latter by different groups within the army (one should also consult M.A. Speidel’s “Faustina—mater castrorum. Ein Beitrag zur Religionsgeschichte,” Tyche 27 [2012]: 127–52, which probably appeared too late for the author to take into account). She concludes that, contrary to what is often assumed, the title of “Mother of the Camps” was not granted to tighten or emphasize the connection between empresses and the army, but was instead aimed at the people of Rome and the provinces. For by creating the image of a familial connection between the soldiers and the imperial house, and thus implying that the military would support and protect their imperial “mother,” her husband, and her sons, the inhabitants of the Roman Empire would be discouraged from starting an uprising. The arguments that are put forward by the author are twofold. On the one hand, inscriptions, coins, and literary sources indicate that the military did not constitute a well-defined target of imperial propaganda with regard to Julia Domna’s military representations. For instance, less than 6 percent of the dedications to the empress studied by the author were set up by soldiers. In addition, although the Roman mint produced coins that advertised the empress’ title of Mater Castrorum from 196 onwards, this practice was not extended to the eastern traveling mints, which are often assumed to have been fundamental for the distribution of salaries or donations and, consequently, would have been a logical starting point for spreading ideological messages. On the other hand, the author pays attention to the poor reputation of Julia Domna within the army, focusing above all on the figures of Plautianus and Julius Crispus (38–44), and sees this as an indication of the initial reluctance of the soldiers to associate the empress with anything connected to the military sphere, including the acknowledgment of Julia Domna as “their mother.” The first argument in particular is convincing, since—even though the author admits that much remains unproven with regard to the role of eastern mints—the combination of epigraphic and numismatic source material shows that messages sent out by the imperial administration... (shrink)

The 102 dedications composed by the sixteenth-century physician and polymath Conrad Gessner between 1541 and 1565 offer a rich trove of insight into many aspects of his particular career but also into the workings of the Republic of Letters more generally. Although Gessner never benefitted from a major patronage relationship and probably received limited financial support from his dedicatees, he nonetheless managed to publish a number of major works on his initiative, including folio volumes of philology, bibliography, and especially expensive (...) works of illustrated natural history. Crucial to Gessner’s success was his accumulation of smaller contributions in kind from a wide range of people who offered him hospitality or sent him information and specimens, manuscripts and images, which Gessner used in his publications. Gessner rewarded contributors not only by private expressions of thanks, but also in print, and especially visibly in his dedications. Gessner was also unusual in calling attention to the role of learned printers for his work, by composing dedications to them and by advertising that various of his publications were initiated by requests from printers or bequests of manuscripts by recently deceased scholars. Gessner thus used the high visibility of the printed dedication to invite further contributions from learned readers, bequests of unfinished manuscripts, and proposals from printers with which to fuel his remarkable productivity. (shrink)

The Grolier Club of New York has been mounting exhibitions of books and prints since 1884, and many of them are recognized as landmark treatments of their subjects. Most of them have also been accompanied by published catalogs or related books. A recent instance was the exhibition, in the early months of 2021, drawn from Steven Lomazow's vast collection of American magazines, consisting of over eighty-three thousand separate issues from 1731 to the present. The substantial and profusely illustrated book that (...) has resulted is a welcome new survey of the subject, for it contains not only a record of the comprehensive exhibition but also fifteen essays written by Lomazow and seven other contributors (five chronological chapters, ten topical ones).The appearance of this book is an occasion for thinking about the status of magazines as research material. Although there is a considerable literature devoted to the history of magazines, they still do not always receive the attention they deserve. For example, author bibliographies generally give detailed physical descriptions of an author's books but simply list the magazine contributions. The illogic of this approach should be obvious, for magazines are printed matter, just as books are, and are thus subject to all the same complications. Two examples will illustrate how copies of supposedly identical issues can vary. In the nineteenth century, individual issues were often reprinted when the supply ran low, so that the publisher would be able to make up complete volumes for sale in a publisher's binding at the end of the year; these second printings were not labeled as such, but they could of course contain textual differences, both intentional and accidental. In the twentieth century, some American magazines had regional “editions” in which the text was shifted around in order to accommodate different advertising, keyed to local markets (the New Yorker is an example); as a result, page citations for a given contribution might not be the same in different copies (and cutting of text could also occur).The illogic of neglecting magazines has implications for biographical, as well as bibliographical and textual, study. There are many instances in which periodical publication was crucial for an author's career. It often provided an author's first public exposure and at any point in a career might have reached a larger audience than the books. Collectors, on whom preservation of the evidence initially depends, have been as guilty as bibliographers of slighting magazines. For instance, they have traditionally paid attention to anthologies that contain first book appearances of particular works (because they are “books”), without recognizing that issues of magazines are also anthologies (and frequently of more significance for promoting an author's reputation). Preservation relies also on institutional libraries to do their part; but (although “little magazines” now seem to be safe from further destruction) mainstream and mass-circulation magazines (both present and past) are continually being discarded by libraries in favor of digital reproductions. And reproductions are no more adequate as substitutes for the originals of magazines than they are for books, since they do not provide a basis for studying the unreproducible physical details that affect the reading experience and are essential for bibliographical research. Furthermore, since copies of a magazine issue can vary (just as copies of a book can), the number of copies that are preserved is a serious concern.These are among the considerations that make one glad to see Lomazow's book, for here is a collector who has focused on magazines for their own sake. Even though his book does not go into the matters I have raised, it can still serve to publicize the cause. One hopes that it, along with the wide attention his exhibition received, will stimulate appreciation of the importance of magazines in cultural history and the consequent need to collect and preserve them. (shrink)

_ Source: _Volume 30, Issue 2, pp 236 - 253 There are four books that have been advertised in sales catalogues as possessing the inscription ‘Tho. Hobbes’ and having once been owned by Thomas Hobbes. But how confident can we be that they belonged to the famous philosopher? This research note gathers evidence for assessing whether or not this quartet of books were once in the possession of Hobbes of Malmesbury, with particular attention given to a previously undiscussed edition of (...) Josuah Sylvester’s _Devine Weekes and Workes_ sold to the University of Illinois in 1951 as Hobbes’s copy. The evidence is insufficient to connect any of the four books to Hobbes securely, and in at least one case an Oxford undergraduate of the same name emerges as a stronger candidate. This conclusion confirms that the catalogues at Chatsworth are our principal source for knowing which books Hobbes might have read. (shrink)

Drawing upon contemporary virtue ethics theory, The Model of The Principled Advocate and The Pathological Partisan is introduced. Profiles are developed of diametrically opposed archetypes of public relations and advertising practitioners. The Principled Advocate represents the advocacy virtues of humility, truth, transparency, respect, care, authenticity, equity, and social responsibility. The Pathological Partisan represents the opposing vices of arrogance, deceit, secrecy, manipulation, disregard, artifice, injustice, and raw self-interest. One becomes either a Principled Advocate or a Pathological Partisan by habitually enacting (...) or embodying the virtues or vices in the context of professional practices. (shrink)

The article presents the evolution of the language of advertising from the 1960s to the present, presenting various images of women in advertising. Simultaneously a theoretical analysis has been carried out of the demands of second-wave feminism, which exerted significant influence on the creation of images of women in the mass media. The objective of our comparison of feminist theory with advertising practice is an attempt to answer the question of whether the present media image of women (...) liberated from the binary sexual order and weighted towards the genderqueer and/or transgender phenomena is the desired realization of the feminist demands for emancipation of and equality for women announced in the second half of the twentieth century. (shrink)