Author Type

Graduate Student

Date of Award

2006

Document Type

Thesis

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Freedman, Eric M.

Abstract

Contemporary magazine ads for television sets have much in common with their post WWII counterparts, the latter being produced during an era when the new technology was first getting installed in homes across the United States. Much has changed in the TV landscape since the postwar years. In particular, digital technology has altered the general terrain and set choices themselves are more diverse. Digital television began penetrating the marketplace in the 1990s and is predicted to become mainstream by 2010. Even though the cultural climate has shifted since the postwar era, along with the concept of the familial and traditional notions of gender, the rhetorical strategies in advertising are strikingly similar. This essay examines 11 national ads by Sharp, Philips, Panasonic and Pioneer taken from contemporary popular women's magazines between the years 1998 and 2005. This essay considers the discourses attached to the evolved television apparatus as its digital incarnation is introduced into the private sphere of American homes. Each of the ads is placed within the framework of political economy, reading changes in the ad industry and the broadcast industry in such a context.

Extent

99 p.

Comments

Dorothy F. Schmidt College of Arts and Letters|FAU Electronic Theses and Dissertations Collection|Thesis (M.A.)--Florida Atlantic University, 2006.|Dorothy F. Schmidt College of Arts and Letters

Identifier

FADT13331

Format

pdf

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