This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.
Foreword, Ron Taylor; Introduction; Part 1. Advertising and Consumer Culture: Institutional and Historical Perspectives; 1. The Encyclopedia of the Social Sciences, Walter Hamilton; 2. Advertising and Classical Liberalism, Kim B. Rotzoll, James E. Haefner, and Steven R. Hall; 3. Advertising: An Institutional Approach, James W. Carey; 4. The Institution of Abundance, David M. Potter; 5. Advertising History - According to the Textbooks, Vincent P. Norris; 6. Historical Roots of Consumer Culture, Michael Schudson; 7. Affluenza: Television Use and Cultivation of Materialism, Mark D. Harmon; Part 2. Advertising and a Consumer Economy; 8. Only the Affluent Need Apply, Benjamin H. Bagdikian; 9. Unsettling Trends, James L. Medoff and Andrew Harless; 10. Resource Exhaustion, John de Graaf, David Wann, and Thomas H. Naylor; 11. Advertising and Competition, Andrew V. Abela and Paul W. Farris; 12. Double-Cola and Antitrust Issues: Staying Alive in the Soft Drink Wars, Joyce M. Wolburg; 13. Economic Censorship and Free Speech: The Circle of Communication Between Advertisers, Media, and Consumers, Jef I. Richards and John H. Murphy II; 14. Readers' Perspectives on Advertising's Influence in Women's Magazines: Thoughts on Two Practices, J. Eric Haley and Anne Cunningham; 15. Sex, Lies, and Advertising, Gloria Steinem; Part 3. Advertising Rights and Responsibilities: Protecting Consumers in a Consumer Culture and a Global Economy; 16. Protecting Tobacco Advertising Under the Commercial Speech Doctrine: The Constitutional Impact of Lorillard Tobacco Co., Michael Hoefges; 17. A Problem Ignored: Dilution and Negation of Information by Antifactual Content, Ivan L. Preston; 18. Self-Regulation and Advertising: An Alternative to Litigation and Government Action, Jeffrey S. Edelstein; 19. Protecting the Children: A Comparative Analysis of French and American Advertising Self-Regulation, Ronald E. Taylor and Anne Cunningham; 20. Marketing to Inner-City Blacks: PowerMaster and Moral Responsibility, George G. Brenkert; Part 4. Advertising Audiences: The Consumers in a Consumer Culture and the Ethics of Cultural Materialism; 21. The Distorted Mirror: Reflections on the Unintended Consequences of Advertising, Richard W. Pollay; 22. Mirror, Mirror on the Wall, What's Unfair in the Reflections on Advertising, Morris B. Holbrook; 23. Cognitive Restructuring as a Relapse Prevention Strategy: Teaching Alcoholics to Talk Back to Beer Ads, Joyce M. Wolburg, Roxanne Hovland and Ronald Hopso; 24. Beefcake and Cheesecake: Insights for Advertisers, Marilyn Y. Jones, Andrea J.S. Stanaland, and Betsy D. Gelb; 25. The Ever Entangling Web: A Study of Ideologies and Discourses in Advertising to Women, Steven M. Kates and Glenda Shaw-Garlock; 26. Asian-Americans: Television Advertising and the "Model Minority" Stereotype, Charles R. Taylor and Barbara B. Stern; Part 5. Appendix: Useful Resources for Consumers and Advertisers in a Consumer Culture; About the Editors.