|Title||Uddering the Other: Androcentrism, Ecofeminism and the Dark Side of Anthropomorphic Marketing|
|Authors||Stevens, L., Kearney, M. and Maclaran, P.|
This is a study of the dark side of anthromorphism, which explores the depiction of cows in contemporary advertising. The study begins by tracing the cow's representation in culture as an object that is simultaneously revered and profaned, tracing this to its long-standing association with nature and the feminine. It then offers a historical perspective on the representation of cows in advertising. This leads to a consideration of ecofeminism and related issues around this, such as environmentalism and gender. Applying an ecofeminist analysis, the authors identify an overarching narrative of 'benevolent mastery' in many cow advertisements that adopt anthromorphic devices. The study concludes by suggesting that an ecofeminist lens enables us to unmask the 'dark side' of anthromorphism in marketing, revealing fundamental prejudices in contemporary culture.
|Keywords||critical marketing, anthropomorphic marketing, ecofeminism, advertising, cow advertisements, anthropomorphism|
|Journal||Journal of Marketing Management|
|Journal citation||29 (1-2), pp. 158-174|
|Publisher||Taylor & Francis|
|Digital Object Identifier (DOI)||https://doi.org/10.1080/0267257X.2013.764348|