Advertising  book cover
1st Edition


Edited By

Iain MacRury

ISBN 9780415577113
Published December 5, 2012 by Routledge
1800 Pages

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Book Description

Academic analysts and practitioner-theorists of advertising draw on rich and innovative multidisciplinary resources where cultural and media analysis meet economics, anthropology, semiotics, gender studies, social psychology, linguistics, and applied neuroscience. This new four-volume collection from Routledge’s acclaimed Critical Concepts in Media and Cultural Studies series answers the need for an authoritative reference work to make sense of this rapidly growing and ever more complex corpus of literature. The collection connects researchers and advanced students to the best in contemporary social and cultural theory, while maintaining a stringent focus on advertising—as industry, as cultural form, and as evolving (multi-) media technology.

With the economics of media cultures in flux, the four volumes bring together a comprehensive collection of the best scholarship on advertising communication, tracking the evolution of the essential themes in the twentieth and twenty-first centuries. The collection is also attentive to the global development of advertising, and incorporates various academic responses to advertising in, for example, Japan, India, China, Latin America, and Africa.

Advertising qua commercial pop art form, and as professional practice, cuts through crucial questions in the history and theory of modern media. Advertising exists as the pre-eminent object for the critical scrutiny of media culture, and presents a high-profile everyday cultural site for the emergence and rehearsal of questions around, for example, gender, cultural value, ethnicity, and representation. This Routledge collection gives ready access to the major landmark and cutting-edge work engaged in such dizzying debates.

In the near future, the industry dismissed by George Orwell as ‘the rattling of a stick inside a swill bucket’ will confront intense pressure to change and redevelop. There will, it is widely thought, be a complex restructuring in the provision and reception of commercial–cultural brand communications. Navigating this terrain will demand a heightened alertness to a wider range of thinking than has typically informed the advertising business to date. Both inside and without the academy, old questions will be posed anew, and this collection will enable users to draw on a unique database of the very best canonical and contemporary scholarship.

With a comprehensive introduction, newly written by the editor, which places the collected material in its historical and intellectual context, Advertising is destined to be valued by scholars, students, and practitioners as a vital work for research and reference.

Table of Contents

Volume I: Histories, Transitions, Institutions, and Practices

1a. M. Montaigne, ‘Of a Defect in Our Policies’, The Essays of Michael de Montaigne (1580).

1b. J. Addison, ‘The Tatler 224’, in Addision and Steele, Selection from The Tatler and Spectator (1710), pp. 81–5.

1c. H. G. Wells, Tono-Bungay [1909] (Penguin 2005), pp. 147–56.

2. F. Presbrey, 'English Copy and Display in Eightennth Century', The History and Development of Advertising (1929), pp. 62–73.

3. R. Williams, ‘Advertising: The Magic System’, Problems in Materialism and Culture (Verso, 1980), pp. 170–95.

4. R. Marchand, ‘The Great Parables’, Advertising the American Dream: Making Way for Modernity, 1920–1940 (University of California Press, 1985), pp. 206–34.

5. S. Smulyan, ‘Radio Advertising to Women in Twenties America: "A Latchkey to Every Home"’, Historical Journal of Film, Radio and Television, 1993, 13, 3, 299–314.

6. F. Mort, ‘Paths to Mass Consumption: Britain and the USA Since 1945’, in Nava et al., Buy This Book: Studies in Advertising and Consumption (Routledge, 1997), pp. 15–33.

7. M. Curti, ‘The Changing Concept of "Human Nature" in the Literature of American Advertising’, Business History Review, 1967, 41, 4, 335–57.

8. T. Frank, ‘"How Do We Break These Confirmist of Their Confirmity?": Creativity Conquers All’, The Conquest of Cool: Business Culture, Counterculture and the Rise of Hip Consumerism (University of Chicago Press, 1997), pp. 88–104.

9. L. McFall, ‘The Language of the Walls: Putting Promotional Saturation in Historical Context’, Consumption Markets & Culture, 2004, 7, 2, 107–28.

10. S. Schwarzkopf, ‘Discovering the Consumer: Market Research, Product Innovation, and the Creation of Brand Loyalty in Britain andthe United States’, Journal of Macromarketing, 2009, 29, 1, 8–20.

11. M. Mayer, ‘And This is How We Know We're Right: The Proposition’, Madison Avenue, USA (Penguin, 1958), pp. 47–57.

12. J. Tunstall, ‘Advertising and Agencies’, The Advertising Man in London Advertising Agencies (Chapman & Hall, 1964), pp. 21–38.

13. A. Hennion et al., ‘In the Laboratories of Desire: Advertising as an Intermediary Between Products and Consumers’, Réseaux, 1993, 1, 2, 169–92.

14. C. Lury and A. Warde, ‘Investments in the Imaginary Consumer: Conjectures Regarding Power, Knowledge and Advertising’, in Nava et al., Buy This Book: Studies in Advertising and Consumption (Routledge, 1997), pp. 87–102.

15. P. Miller and N. Rose, ‘Mobilizing the Consumer: Assembling the Subject of Consumption’, Theory, Culture and Society, 1997, 14, 1, 1–36.

16. B. Moeran, ‘The Orient Strikes Back: Advertising and Imagining Japan’, Theory, Culture & Society, 1996, 13, 3, 77–122.

17. S. Kemper, ‘How Advertising Makes its Object’, Advertising Cultures, 2003, 35–54.

18. D. Miller, ‘Advertising, Production and Consumption as Culture Economy’, Advertising Cultures, 2003, 75–90.

19. G. Grabher, ‘The Project Ecology of Advertising: Tasks, Talents and Teams’, Regional Studies, 2002, 36, 3, 245–62.

20. W. Mazzarella, ‘"Very Bombay": Contending with the Global in an Indian Advertising Agency’, Cultural Anthropology, 2003, 18, 1, 33–71.

21. W. Leiss et al., ‘The Fifth Frame’, Social Communication in Advertising: Consumption in the Mediated Marketplace (Routledge, 2005), pp. 563–78.

Volume II: Culture, Media, and Debate

22. Samuel Johnson, The Idler (W. Durell, 1811) (extract).

23. T. Nevett, ‘The Scapa Society: The First Organized Reaction Against Advertising’, Media, Culture & Society, 1981, 3, 2, 179–87.

24. A. Huxley, ‘Advertisement’, Essays New and Old (H. W. Wilson, 1932), pp. 126–31.

25. M. Horkheimer and T. Adorno, ‘The Culture Industry: Enlightenment as Mass Deception’, Dialectic of Enlightenment: Philosophical Fragments (Stanford University Press, 2002), pp. 95–136.

26. D. Thompson, ‘Civilization through Advertising’, The Voice of Civilization: An Enquiry into Advertising (Frederick Muller, 1943), pp. 96–135.

27. M. McLuhan, 'Ads: Keeping Upset With the Joneses', Understanding Media (Routledge and Kegan Paul, 1964), pp. 246-54.

28. V. Packard, ‘R for our Secret Distresses’, The Hidden Persuaders (Pelican, 1957), pp. 54–65.

29. T. Schwartz, ‘Hard Sell, Soft Sell, Deep Sell’, The Responsive Chord (Doubleday, 1974), pp. 56–79.

30. A. Wernick, ‘Advertising and Ideology: An Interpretive Framework’, Theory, Culture & Society, 1983, 2, 1, 16–33.

31. A. Offer, ‘The Mask of Intimacy: Advertising and The Quality of Life’, In Pursuit of the Quality of Life (Oxford University Press, 1996), pp. 211–50.

32. M. Schudson, ‘Advertising as Capitalist Realism’, Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society (Basic Books, 1984), pp. 209–33.

33. M. Schudson, ‘Criticizing the Critics of Advertising: Towards a Sociological View of Marketing’, Media, Culture and Society, 1981, 3, 1, 3–12.

34. J. McGuigan, ‘Consuming Passions’, Cultural Populism (Routledge, 1992), pp. 113–22.

35. M. Nava, ‘Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts’, in Nava et al., Buy This Book: Studies in Advertising and Consumption (Routledge, 1997), pp. 16–51.

36. J. Schor, ‘In Defense of Consumer Critique: Revisiting the Consumption Debates of the Twentieth Century’, Annals of the American Academy of Political and Social Science, 2007, 611, 1, 16–30.

37. B. Fine and E. Leopold, ‘Advertising’, The World of Consumption (Routledge, 1993), pp. 194–218.

38. L. Bogart, ‘Advertising by the Numbers’, Commercial Culture: The Media System and the Public Interest (Oxford University Press, 2000), pp. 122–39.

39. J. Curran, ‘The Impact of Advertising on the British Mass Media’, Media, Culture and Society, 1981, 3, 43–69.

40. D. J. Enright, ‘Chambers of Commerce’, Fields of Vision: Essays on Literature, Language and Television (Oxford University Press, 1988), pp. 48–50.

41. M. McLuhan, ‘How Not to Offend’, The Mechanical Bride: Folklore of Industrial Man (Beacon Press, 1968), pp. 60–2.

Volume III: Analysing Advertisements: Texts, Audiences and Ways of Reading

42. R. Barthes, ‘Rhetoric of the Image', Image/Music/Text [1967] (Hill and Wang, 1983), pp. 30–51.

43. J. Williamson, ‘Cooking Nature’, Decoding Advertisements: Ideology and Meaning in Advertising (Marion Boyars, 1978), pp. 103–21.

44. J. Sherry, ‘Advertising as a Cultural System’, Marketing and Semiotics: New Direction in the Study of Signs for Sale (de Gruyter, 1988), pp. 441–61.

45. V. Langholz-Leymore, ‘The Structure is the Message: The Case of Advertising’, Marketing and Semiotics: New Direction in the Study of Signs for Sale (de Gruyter, 1988), pp. 319–31.

46. R. Goldman, ‘Marketing Fragrances: Advertising and the Production of Commodity Signs’, Theory, Culture & Society, 1987, 4, 3, 691–725.

47. E. McQuarrie and D. G. Mick, ‘Figures of Rhetoric in Advertising Language’, Journal of Consumer Research, 1996, 22, 424–38.

48. F. Merrell, ‘Charles Sanders Peirce’s Concept of the Sign’, Routledge Companion to Semiotics and Linguistics (2001), pp. 38–40.

49. E. Hirschman, ‘Men, Dogs, Guns, and Cars: The Semiotics of Rugged Individualism’, Journal of Advertising, 2003, 32, 1, 9–22.

50. L. Oates-Indruchová, ‘Transforming and Emerging: Discourses of Gender in the Czech Culture of the Transition Period, Apokalipsa, 2004, 78, 1318–3680.

51. R. Gill, ‘"Beyond the Sexualization of Culture" Thesis: An Intersectional Analysis of "Sixpacks, Midriffs and Hot Lesbians"’ in Advertising’, Sexualities, 2009, 12, 2, 137–60.

52. S. O’Donohoe, ‘Yummy Mummies: The Clamor of Glamour in Advertising to Mothers’, Advertising & Society Review, 2007, 7, 3, 1–15.

53. J. Maguire et al., 'Olympic Legacies in the IOC's "Celebrate Humanity" Campaign: Ancient Or Modern', International Journal of the History of Sport, 25:14, 2041-59.

54. M. K. Goodman, ‘The Mirror of Consumption: Celebritization, Developmental Consumption and the Shifting Culture Politics of Fair Trade’, Geoforum, 2010, 41, 1, 104–16.

55. B. Richards et al., ‘The Psychodynamics of Advertising’, The Dynamics of Advertising (Harwood, 2000), pp. 139–60.

56. D. Bennett, ‘Getting the Id to Go Shopping: Psychoanalysis, Advertising, Barbie Dolls, and the Invention of the Consumer Unconscious’, Public Culture, 2005, 17, 1, 1–25.

57. H. Powell, ‘Count the Beats of your Heart not the Fingers on your Hand’: The Emotionalization of Promotional Culture’, in Shelley et al., Emotion: New Psychosocial Perspectives (Palgrave, 2009), pp. 96–106.

58. B. Stern, ‘A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient’, Journal of Advertising, 1994, 23, 2, 5–15.

59. M. Nava and O. Nava, ‘Discriminating or Duped? Young People as Consumers of Advertising/Art’, Magazine of Cultural Studies, 1990, 1, 15–21.

60. J. Fowles, ‘Mixed Receptions’, Advertising and Popular Culture (Sage, 1996), pp. 184–95.

61. N. Alperstein, ‘Thinking about Advertising: Making, Unmaking, and Remaking Meaning’, Advertising in Everyday Life (Hampton, 2003), pp. 43–62.

62. E. Freitas, ‘Advertising’, Taboo in Advertising (John Benjamins, 2008), pp. 41–61.

63. S. Dornbusch and L. Hickman, ‘Other-Directedness in Consumer-Goods Advertising: A Test of Riesman’s Historical Theory’, Social Forces, 1959, 38, 99–102.

64. R. Belk and R. Pollay, ‘Materialism and Status Appeals in Japanese and US Print Advertising’, International Marketing Review, 1993, 2, 4, 38–47.

65. M. McAllister and J. Giglio, ‘The Commodity Flow of US Children’s Television’, Critical Studies in Media Communication, 2005, 22, 1, 26–44.

66. S. Coltrane and M. Messineo, 'The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising, Sex Roles, 42:5/6, 363-89.

Volume IV: Challenges and Innovation: New Territories and Technologies

67. S. Livingstone and E. Helsper, ‘Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures in Relation to Obesity and Food Choice’, Journal of Communication, 2006, 56, 3, 560–84.

68. G. Hastings et al. ‘Alcohol Advertising: The Last Chance Saloon', British Medical Journal, 2010, 340–9.

69. A. Cronin, ‘The Substance of Consumption: A;chemy, Addiction and The Commodity’, International Journal of Cultural Studies, 2002, 5, 3, 316–35.

70. E. Moore and V. Rideout, ‘The Online Marketing of Food to Children: Is it Just Fun and Games?’, Journal of Public Policy & Marketing, 2007, 26, 2, 202–20.

71. J. Winship, ‘Women Outdoors: Advertising, Controversy and Disputing Feminism in the 1990s’, International Journal of Cultural Studies, 2000, 3, 1, 27–55.

72. J. Lloyd, ‘Home Alone: Selling New Domestic Spaces’, in A. Cronin and K. Hetherington (eds.), Consuming the Entrepreneurial City (Routledge, 2008), pp. 45–63.

73. R. Wilken and J. Sinclair, ‘"Waiting for the Kiss of Life": Mobile Media and Advertising’, Convergence, 2009, 15, 4, 427–45.

74. J. Sinclair, ‘The Advertising Industry in Latin America: A Comparative Study’, International Communication Gazette, 2009, 71, 8, 713–33.

75. Lynne Ciochetto, ‘Advertising in Contemporary India’s Rapidly Changing Media Environment’, Media International, 2009, 133, 120–9.

76. Jing Wang, ‘New Media Technology and New Business Models: Speculations on "Post-advertising" Paradigms’, Media International, 2009, 133, 110–19.

77. S. Holak et al., ‘Nostalgia in Post-Socialist Russia: Exploring Applications to Advertising Strategy’, Journal of Business Research, 2007, 60, 6, 649–55.

78. C. Lury, ‘Marking Time with Nike: The Illusion of the Durable’, Public Culture, 1999, 11, 3, 499–523.

79. D. Holt, ‘Why Do Brands Cause Trouble? A Dialectical Teory of Consumer Culture and Branding, 2002, Journal of Consumer Research, 29, 70-90.

80. E. Moor, ‘Branded Spaces: The scope of "New Marketing"’, Journal of Consumer Culture, 2003, 3, 1, 39–60.

81. A. M. Cronin, ‘Urban Space and Entrepreneurial Property Relations: Resistance and the Vernacular of Outdoor Advertising and Graffiti’, in A. M. Cronin and K. Hetherington (eds.), Consuming the Entrepreneurial City (Routledge, 2008), pp. 65–82.

82. E. Lachover and S. Brandes, ‘A Beautiful Campaign? Analysis of Public Discourses in Israel Surrounding the Dove Campaign for Real Beauty’, Feminist Media Studies, 2009, 9, 3, 301–16.

83. L. Kasapi, ‘Viral Advertising: Internet Entertainment and Virtual Sociality’, in H. Powell et al., The Advertising Handbook (Routledge, 2009), pp. 119–25.

84. A. McStay, ‘Conceiving User Approaches to Digital Advertising’, Digital Advertising (Palgrave, 2009), pp. 109–33.

85. C. Spurgeon, 'From the 'Long Tail' to 'Madison and Vine': Trends in Advertising and New Media', Advertising and New Media, (Routledge, 2008), pp26-46.


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