Rethinking Social Marketing’S Management of the Body

Social marketers participate in the generation of the public discourse on health and wellness, through representations of attractive and socially desirable bodies to achieve behaviour change by exploiting body ideals that are claimed to benefit individuals and society. Applying the lens of embodiment theory these norms and practices are challenged.



Citation:

Jan Brace-Govan and Jo Previte (2012) ,"Rethinking Social Marketing’S Management of the Body", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 463-464.

Authors

Jan Brace-Govan, Monash University, Australia
Jo Previte, University of Queensland, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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