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Advertising, Sex, and Post-Socialism explores the role of advertising and the consumption it promotes in changing cultural perceptions of sex and femininity across the Balkan region. Elza Ibroscheva theorizes how the marketing of gender identities that has taken place in the years of post-socialist transition has fundamentally affected the social, economic, and political positioning of women. Advertising is one of the major -factories- of cultural signification, and as such, serves as the most ubiquitous vessel of global norms of gendered selves. In addition, advertising serves as a literacy...