This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but develop a theoretical argument.
Table of Contents
Introduction: Critical Traditions
James F. Hamilton and Robert Bodle
Part I: Critical Political Economy
1. Marketers’ Influence on Media: Renewing the Radical Tradition for the Digital Age
2. App Advertising: The Rise of the Player Commodity
3. Recovering Audience Labor from Audience Commodity Theory: Capitalizing on the Work of Signification
4. Contradiction and Crisis: The Political Economy of Promotional Authenticity
James H. Wittebols
5. Toward a Critical Ecological Theory of Advertising
Part II: Ideology Critique
6. On the Futility of Advertising Critique: Searching for Alternatives
7. Art for Fun and Profit: The Political Aesthetics of Advertising
8. Control and the Rhetoric of Interactivity in Contemporary Advertising Theory and Practice
9. Captains of Habit Formation: Marketers’ Emerging Models of Mind
Anthony Nadler and Lee McGuigan
10. A Critical Theory of Advertising as Surveillance: Algorithms, Big Data, and Power
Part III: Critical Textual Analysis
11. Signification Advertising and Its Evolution
Felip Vidal Auladell
12. Advertising and Photography in a Culture of Photo Sharing
Iben Bredahl Jessen
13. Towards a Critical Advertising Pedagogy: Defying Children’s Reasoning on Advertising
Silke Lissens and Joke Bauwens
Part IV: Critical Discursive/Rhetorical Analysis
14. Mimicry as Analytical Category in Critical Advertising Research
Nils S. Borchers
15. Class and Advertising
Matthew P. McAllister and Anna Aupperle
James F. Hamilton is the James Kennedy Professor of New Media, Head of the Department of Entertainment and Media Studies, and Director of the New Media Institute at the University of Georgia, USA. Among his published work is Democratic Communications; Formations, Projects, Possibilities (2009) and Alternative Journalism (2009), co-written with Chris Atton.
Robert Bodle is an Associate Professor of Communication and New Media Studies at Mount St. Joseph University and Adjunct Professor in the Department of Media, Journalism, and Film at Miami University, USA. He served as Co-Chair of the Internet Rights and Principles Dynamic Coalition at the UN Internet Governance Forum, and as a steering committee member of the IRP coalition since 2010.
Ezequiel Korin is a PhD student in the Grady College of Journalism and Mass Communication at the University of Georgia, USA.