This critical introductory text explores the role of advertising in contemporary culture and its connections to larger economic, social, and political forces. Written in an engaging and accessible style and incorporating a wide range of examples from around the world, the chapters introduce the key concepts, methods, and debates needed to analyse and understand advertising.
From an investigation of advertisings crucial function in media economics and our wider capitalist system to a consideration of the people who both make and watch advertising, this insightful text enables students to: make sense of advertisings powerful influence as both an economic force and an artistic form; assess the various claims of these two perspectives on advertising; and understand how they challenge and complicate one another. This revised second edition includes a new chapter on branding and promotional culture, and substantially updated content on topics like digital and online advertising, surveillance and empowerment, as well as brand new topics like self-branding/influencers and using technology to evade advertising.
Equipping students with the skills needed to partake in this lively discourse, the text is an invaluable resource for studying advertising critically. It is essential reading for students of advertising, media studies and communication studies.
Part 1: The Foundations of Studying Advertising 1. Introduction: Why study advertising? 2. The History of Advertising: Contexts, Transformations, and Continuity 3. Analysing Advertisements: Form, Semiotics, and Ideology Part 2: Advertising and Capitalism 4. Advertising, Economics, and Ideology 5. Commodities and Commodity Fetishism 6. The Audience Commodity, Media Fragmentatio,n and Data Surveillance 7. Blurred Lines: Branding, Promotion, and Influence(rs) Part 3: Agency, Art, and Other Complications 8. Advertising Agencies: Organisation, Agency, and Internal Conflict 9. Advertising as Art: From Creativity to Critique 10. Active Advertising Audiences: Identity, Engagement, and Resistance 11. The Politics of Advertising: Capitalism, Art, Agency, and Dialectics
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