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

Stevens, L., Maclaran, P. and Brown, S. 2003. Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines. Journal of Advertising. 32 (1), pp. 35-45. doi:10.1080/00913367.2003.10639051

TitleRed Time is Me-Time: Advertising, Ambivalence, and Women's Magazines
AuthorsStevens, L., Maclaran, P. and Brown, S.
Abstract

This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a U.K. 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.

Keywordswomen, consumer culture, self-indulgence, me time
JournalJournal of Advertising
Journal citation32 (1), pp. 35-45
ISSN0091-3367
Year2003
PublisherTaylor & Francis
Digital Object Identifier (DOI)doi:10.1080/00913367.2003.10639051
Publication dates
Published online08 Apr 2003

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