Chapter 1 Understanding Advertisin9：Introduction
Part Ⅰ Understanding Advertisin9：
Passage 1 History of Advertising in the United S'tates
Passage 2 Perspectives of Advertisin9
Part Ⅱ Approaches of Advertisin9：Semiotic and Content Ana1ysis
Passage 3 Myth Today
Passage 4 Rhetoric of the Image
Passage 5 Content Ana1ysis
Chapter 2 Body and Power Introduction
Part Ⅰ Gender，Body，Se1f
Passage 1 Gendered Bodies
Passage 2 The Construction of the Body
Passage 3 The Reification and Commodification of the Body
Part Ⅱ Critiquing and Resisting Gendered Body
Passage 4 Body and Power
Passage 5 Power，Know1edge，Body
Passage 6 From Victims to Agents
Chapter 3 Representing the Racia1 Other Introduction
Part Ⅰ The Stereotyped B1ack Body
Passage 1 Stereotypes of African Americans inthe United States
Passage 2 Advertising to the B1ack Audience
Part Ⅱ Critiquing Stereotypes of African Americans
Passage 3 Co1onia1 Discourse and the Construction of the Other
Passage 4 The Myth of Race and the B1ack Bestia1 Sexua1ity
Passage 5 The Fact of B1ackness
Part Ⅲ Otherizing Foreigriers and Foreign 1and
Passage 6 Feminizing the Other and the Co1onia1 Gaze in
American Advertisin9-
Passage 7 The Meaning of Co1onia1 Gaze。
Chapter 4 Marketing Youth Cu1ture Introduction
Part Ⅰ The Meaning of Fashion一
Passage 1 Fashion as a Socia1 Code
Passage 2 Fashion and Identity
Part Ⅱ Branding and Cu1ture
Passage 3 Advertising and Brand Equity
Passage 4 Branding with Cu1ture
Part Ⅲ Fashioning and Branding Youth Cu1ture
Passage 5 Youth Subcu1tureSty1e and Se1f
……
Appendix
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