Between the poles of the Cold War era’s sales promotion standards, print advertising thrived in Greece in the 1960s, particularly as it related to female consumption. What are the similarities between American women as protagonists in the world of advertising and women as consumers in 1960s Greece? Are the women portrayed in print advertisements nothing but “hybrids” of the American consumption model and the Greek consumerism boom of the era? What were the technical and esthetic, but also social and cultural connotations of female advertising in Greece at that time? How do they reflect women’s position in society? Through a detailed, historical case study with a wealth of illustrations and a concise analysis of advertising communication, this book investigates hitherto unknown data, and shows the importance of the role of Greek women, not only as consumers, but primarily as protagonists in the formation of a new consumption model which had been imported from the United States.

Between the poles of the Cold War era's sales promotion standards, print advertising thrived in Greece in the 1960s - in particular relating to female consumption. What are the similarities between American women as protagonists in the world of advertising and women as consumers in 1960's Greece? Are the women portrayed in print ads nothing but 'hybrids' of the American consumption model and the Greek consumerism boom of that era? What are the technical and aesthetic, but also social and cultural connotations of female advertising in Greece at that time? How do they reflect women's position in society? In a thorough historical case study with a wealth of illustrations and a concise analysis of advertising communications, Johannis Tsoumas investigates hitherto hardly known data and shows the importance of the role of Greek women - not only as consumers but primarily as protagonists in the formation of a then new consumption model which had been imported from the United States.

Between the end of the Civil War (1949) and the colonels' military coup (1967) Greece underwent tremendous political, economic, and social transformations which influenced gender identities and relations. During the same period, Greece also witnessed an unparalleled bloom in cinema productions. Based on the recently established paradigm that cinema and popular culture viewed as social institutions can inform a historical study, Masculinity and Gender in Greek Cinema explores the relationship between Greek cinema and the society within which it was created and viewed. The book's double analytical perspective on cinema and masculinity advances both the study of cinema and popular culture as historical sources, and of masculinity and gender relations as valid categories of historical analysis. Cinema as a medium of representation, not only managed to reflect on these issues, it also provided a whole new field for their interpretation. This is the first study to explore the dramatic transformation of masculinity and gender roles, as represented in Greek cinema during the turbulent 1950s and 1960s.

This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present.

"No woman can call herself free who does not own and control her body." Almost a century after Margaret Sanger wrote these words, women's reproductive rights are still hotly debated in the press and among policymakers, while film, television and other media address issues of birth control and abortion to global audiences. This collection of new essays brings fresh perspectives to the study of family planning, contraception and abortion with a focus on their representation in popular media. Topics include dramas of adoption and abortion, telling the story of the pill, Sanger's depiction in entertainment media, and a controversy about demographic developments stirred by Carl Djerassi, also known as "the father of the pill."

In many contexts of Greek social life, Scotch whisky has coincidentally become a symbol of “Greekness,” national identity, modernity, and the middle class. This ethnographic study follows the social life of Scotch in Greece through three distinct trajectories in time and space in order to investigate how the meanings of the beverage are projected, negotiated, and acquired by various different networks. By examining the mediascapes of the Greek cultural industry, the Athenian nightlife and entertainment, and the North Aegean drinking habits, the study illustrates how Scotch became associated with modernity, popular music and culture, a lavish style, and an antidomestic masculine mentality.

Was migration to Germany a blessing or a curse? The main argument of this book is that the Greek state conceived labor migration as a traineeship into Europeanization with its shiny varnish of progress. Jumping on a fully packed train to West Germany meant leaving the past behind. However, the tensed Cold War realities left no space for illusions; specters of the Nazi past and the Greek Civil War still haunted them all. Adopting a transnational approach, this monograph retargets attention to the sending state by exploring how the Greek Gastarbeiter’s welfare was intrinsically connected with their homeland through its exercise of long-distance nationalism. Apart from its fresh take in postwar migration, the book also addresses methodological challenges in creative ways. The narrative alternates between the macro- and the micro-level, including subnational and transnational actors and integrating a diverse set of primary sources and voices. Avoiding the trap of exceptionalism, it contextualizes the Greek case in the Mediterranean and Southeast European experience.