1. GENDER
1.1. Gay and Lesbian Consumers
1.1.1. Largely Ignored
1.1.2. Ads Targeting LGBT (e.g the Rainbow VISA cardP)
1.2. Socialization
1.2.1. Gender Goals & Expectations
1.2.1.1. Men
1.2.1.1.1. Agentic Goals: stress self-assertion, mastery
1.2.1.2. Women
1.2.1.2.1. Communal Goals: affilation & fostering of harmonious relations
1.3. Sexual Identity
1.3.1. Sex-Typed Producta
1.3.1.1. Men: instrumental items projecting indepen. and activity
1.3.1.2. Women: symbolic & self-expr. goods, appearance & emotion. aspects of self
1.3.2. Androgyny: possession of both masc. and fem. traits
1.3.2.1. E.g women with strong masc. component prefer ad portrayals with non-trad. women
1.4. Female Gender Roles
1.4.1. Depiction of Women in Ads
1.4.1.1. Tradition. Roles
1.4.1.2. Changes
1.4.1.2.1. Role Reversal
1.4.1.2.2. Women -> sexually dominant
1.4.1.3. Sex Objects ("cheesecake ads")
1.5. Male Sex Roles
1.5.1. Traditional
1.5.1.1. Tough, Agressive, Masculine
1.5.2. Male Metro-Sexual
1.5.2.1. Male bonding, confident, independent, tomantic, tender, playful
1.5.3. The Joys of Fatherhood
1.5.3.1. Changes allowing greater freedom of expression, more involving in bringing up children
1.5.4. Depiction of Men in Ads
1.5.4.1. Sex Objects: "Beefcake"
2. CONSUMPTION & SELF-CONCEPT
2.1. Products
2.1.1. Who am I now?
2.1.2. Social Identity
2.1.2.1. Cars
2.1.2.2. Clothes
2.1.2.3. Habits
2.1.2.4. Activities
2.1.2.5. Food Preferences
2.1.3. Objects
2.1.4. Symbolict Self-Compl, Theory
2.1.4.1. "Social Crutch"
2.2. Loss of Self
2.2.1. Group Identity
2.2.1.1. Prisons
2.2.1.2. Convents
2.2.2. Victims
2.2.2.1. Burglaries & Natural Disasters
2.2.2.1.1. Depression
2.2.2.1.2. Being Violated
2.2.2.1.3. Alienation
2.2.3. Post-Disaster Conditions
2.2.3.1. New Possesions
2.3. Self/Product Congruence
2.3.1. Self-Image Model
2.3.1.1. Actual
2.3.1.2. Ideal
2.3.2. Damaging the Actual Self
2.3.2.1. Body Building
2.3.2.1.1. Anabolics
2.4. The Extended Self
2.4.1. Individual Level
2.4.1.1. Personal Objects
2.4.1.1.1. Jewellery
2.4.1.1.2. Clothes
2.4.1.1.3. Cars
2.4.2. Family Level
2.4.2.1. Residence
2.4.2.2. Furniture
2.4.3. Community Level
2.4.3.1. Neighbourhood
2.4.3.2. Town
2.4.4. Group Level
2.4.4.1. Landmarks
2.4.4.2. Monuments
2.4.4.3. Sport Teams
3. MULT.SELVES
3.1. Central
3.2. Additional
4. BODY IMAGE
4.1. Body Cathexic
4.1.1. Emotional Significance
4.1.2. Feelings about Body
4.1.2.1. Positive
4.1.2.2. Negative
4.2. Ideals
4.2.1. Meaning
4.2.1.1. Particular Model
4.2.1.2. Exemplar
4.2.2. Features
4.2.2.1. Physical
4.2.2.1.1. Body Type
4.2.2.1.2. Size
4.2.2.1.3. Shape
4.2.2.2. Clothing Style
4.2.2.3. Cosmetics
4.2.2.4. Hair Style
4.2.3. Universality
4.2.3.1. Life Proportion
4.2.3.1.1. Hourglass Shape
4.2.3.1.2. Weight Change
4.2.3.2. Advertisment Standarts
4.2.3.2.1. Harm for Health
4.2.3.2.2. Comparison
4.2.4. Changes through the Life
4.3. Working on the Body
4.3.1. Problems
4.3.1.1. Sizeism
4.3.1.1.1. Respect of Weight
4.3.1.1.2. Obesity
4.3.1.2. Distortions
4.3.1.2.1. Anorexia
4.3.1.2.2. Ineating Disorders
4.3.2. Changes
4.3.2.1. Piercing
4.3.2.2. Tattoos
4.3.2.3. Cosmetic Surgery
5. PERSPECTIVES
5.1. Does the Self Exist?
5.1.1. Western C.
5.1.1.1. Persons' Identity
5.1.1.2. Inhezent Separt. of Each Individual
5.1.2. Easter C.
5.1.2.1. Social Groups
5.1.2.2. Identity depends on Relatuionships
5.2. Self Concept
5.2.1. Fantasy
5.2.2. Components
5.2.2.1. Real Self
5.2.2.2. Ideal Self
5.2.3. Self-Esteem
5.2.3.1. Social Comparison
5.2.3.2. Advertising
5.2.4. Multiple Selves
5.2.4.1. Central
5.2.4.2. Additional
5.2.4.3. Looking-Glass Self
5.3. Self-Consciousness
5.3.1. Vanity
5.3.2. Self-Monitoring
5.3.2.1. High
5.3.2.2. Low
5.3.3. Public S-C