The branding of Singapore International Airlines with the image of a beautiful, petite and servile 'Oriental' woman dressed in figure-hugging sarong-kebaya is one of the world's longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices ...
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The branding of Singapore International Airlines with the image of a beautiful, petite and servile 'Oriental' woman dressed in figure-hugging sarong-kebaya is one of the world's longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy. The nation's economic success has been a force for their liberation. One catastrophic consequence of women's changed lives has been the plunge in fertility rates. Singapore has one of the world's lowest despite energetic government campaigns encouraging women to have more babies and men to be more 'masculine'. The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book: there are limits to the power of discursive constructions of gender in the national interest.
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Add this copy of Beyond the Singapore Girl: Discourse of Gender and to cart. $6.38, very good condition, Sold by Bookmonger.Ltd rated 4.0 out of 5 stars, ships from Hillside, NJ, UNITED STATES, published 2013 by NIAS Press.
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Add this copy of Beyond the Singapore Girl: Discourses of Gender and to cart. $35.54, good condition, Sold by Midtown Scholar Bookstore rated 5.0 out of 5 stars, ships from Harrisburg, PA, UNITED STATES, published 2013 by NIAS Press.
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Good-Bumped and creased book with tears to the extremities, but not affecting the text block, may have remainder mark or previous owner's name-GOOD Standard-sized.
Add this copy of Beyond the Singapore Girl: Discourse of Gender and to cart. $40.47, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2013 by NIAS Press.
Add this copy of Beyond the Singapore Girl: Discourse of Gender and to cart. $85.26, new condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2013 by NIAS Press.
Add this copy of Beyond the Singapore Girl: Discourse of Gender and to cart. $89.64, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2013 by NIAS Press.
