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Admen and Eve: The Bible in Contemporary Advertising

Published: Nov 2012
£50.00
This remarkable new book, the first of its kind, is an analysis of a phenomenon that biblical scholars have scarcely taken notice of, much less studied critically —the use of the Bible in advertising. Focussing on the figure of Eve, Admen and Eve shows how she has become the ultimate postfeminist icon of female sexual and consumer power, promoting self-regarding individual choice over collective political action for today's 'I'm not a feminist but ...' generation. Contemporary advertising, Edwards shows, deploys a collage of images simultaneously reflecting and dictating the ideals and ideologies that inform much of Western culture. Exploiting the cultural mythology that surrounds Eve, advertisers constantly recycle images of this biblical figure because she is easily recognizable by the target consumer. In so doing, they are shaping how women and men see each other and themselves and how they treat each other and themselves, persuading them to become their culturally dictated dream through the products they consume. Eve in advertising is then a revealing example of how the Bible functions today. But Admen and Eve is not a value-free and apolitical analysis; it is an incitement to the exposure and subversion of today's dominant cultural attitudes to gender roles.
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Admen and Eve: The Bible in Contemporary Advertising

£50.00
This remarkable new book, the first of its kind, is an analysis of a phenomenon that biblical scholars have scarcely taken notice of, much less studied critically —the use of the Bible in advertising. Focussing on the figure of Eve, Admen and Eve shows how she has become the ultimate postfeminist icon of female sexual and consumer power, promoting self-regarding individual choice over collective political action for today's 'I'm not a feminist but ...' generation. Contemporary advertising, Edwards shows, deploys a collage of images simultaneously reflecting and dictating the ideals and ideologies that inform much of Western culture. Exploiting the cultural mythology that surrounds Eve, advertisers constantly recycle images of this biblical figure because she is easily recognizable by the target consumer. In so doing, they are shaping how women and men see each other and themselves and how they treat each other and themselves, persuading them to become their culturally dictated dream through the products they consume. Eve in advertising is then a revealing example of how the Bible functions today. But Admen and Eve is not a value-free and apolitical analysis; it is an incitement to the exposure and subversion of today's dominant cultural attitudes to gender roles.
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Out of Paradise: Eve and Adam and Their Interpreters

Published: Dec 2010
£55.00
This volume explores the afterlives of Eve and Adam beyond the Genesis story. How did they become such a prominent part of mainstream Christian thought and theology —and Jewish and Muslim tradition as well —, and what forms did their story take as it was told and retold? To investigate the traces of Eve and Adam through the centuries is to discover a surprising variety of interpretations. The chapters of this book come from eleven European scholars. Bob Becking writes on how the identity of the primaeval couple is constructed in Genesis, Geert van Oyen on Eve as a character in the New Testament, Willemien Otten on Adam and Eve in Augustine, Harm Goris on them in Aquinas, Theo Bell on them in Luther. Willem van Asselt examines the Pre-Adamites in the theology of Isaac La Peyrère, Heleen Zorgdrager considers Adam and Eve in the theology of Schleiermacher, Susanne Hennecke focuses on Karl Barth and Luce Irigaray looking at Michelangelo's The Creation, Anne-Marie Korte on the Genesis story in a feminist theological perspective, Eric Ottenheijm on Eve and 'women's commandments' in orthodox Judaism, and Karel Steenbrink on Muslim interpretations of their story.
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Out of Paradise: Eve and Adam and Their Interpreters

£55.00
This volume explores the afterlives of Eve and Adam beyond the Genesis story. How did they become such a prominent part of mainstream Christian thought and theology —and Jewish and Muslim tradition as well —, and what forms did their story take as it was told and retold? To investigate the traces of Eve and Adam through the centuries is to discover a surprising variety of interpretations. The chapters of this book come from eleven European scholars. Bob Becking writes on how the identity of the primaeval couple is constructed in Genesis, Geert van Oyen on Eve as a character in the New Testament, Willemien Otten on Adam and Eve in Augustine, Harm Goris on them in Aquinas, Theo Bell on them in Luther. Willem van Asselt examines the Pre-Adamites in the theology of Isaac La Peyrère, Heleen Zorgdrager considers Adam and Eve in the theology of Schleiermacher, Susanne Hennecke focuses on Karl Barth and Luce Irigaray looking at Michelangelo's The Creation, Anne-Marie Korte on the Genesis story in a feminist theological perspective, Eric Ottenheijm on Eve and 'women's commandments' in orthodox Judaism, and Karel Steenbrink on Muslim interpretations of their story.
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