Abstract

This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a UK women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and 'me-time', as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.