Denim advertising: Society's fabric.
Item
-
Title
-
Denim advertising: Society's fabric.
-
Identifier
-
AAI9432367
-
identifier
-
9432367
-
Creator
-
Pace, Angella M.
-
Contributor
-
Adviser: Lindsey Churchill
-
Date
-
1994
-
Language
-
English
-
Publisher
-
City University of New York.
-
Subject
-
Sociology, General | Women's Studies | Mass Communications | Business Administration, Marketing
-
Abstract
-
Denim is a fabric of anomaly. Georg Simmel's "Fashion" essay (1905), maintains that fashion begins in the upper classes and "trickles down" to the lower classes. This dissertation examines how denim has achieved just the opposite effect; it started as a working class fabric and now blue jeans have penetrated every strata of society. Denim has historically been the fabric of the working class; now it has been transformed into the fabric for leisure wear. Jeans today are far more than a fashion item; they have become a way of life for many Americans.;Themes inherent in the blue jeans advertisements are evaluated. This is done by having twenty respondents answer a questionnaire regarding several types of ads, including blue jeans ads spanning the decades from the 1940s through the 1980s. Current scholarly literature about the nature of advertising is also reviewed. Attention is also given to the writings of theorists Georg Simmel and Herbert Blumer.;The author concludes that advertisements for women's blue jeans are different from other women's wear advertisements because they advance the notions of the equality of women with men and the dignity of manual labor.
-
Type
-
dissertation
-
Source
-
PQT Legacy CUNY.xlsx
-
degree
-
Ph.D.
