The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising.
The book contains eight sections:
- Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice.
- Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment.
- Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice.
- Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces.
- Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts.
- Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education.
- Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships.
- The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste.
With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.
Table of Contents
1. Introduction Emily West and Matthew P. McAllister Section 1: Historical Perspectives 2. Origins of Modern Consumption: Advertising, New Goods, and a New Generation, 1890-1930 Gary Cross 3. "Sentimental ‘Greenbacks’ of Civilization": Cartes de Visite and the Pre-history of Self-branding Alison Hearn 4. The Fight against Critics and the Discovery of "Spin": American Advertising in the 1930s and 40s Inger L. Stole 5. Cultivating the Romance of Place: Marketing as Popular Geography Richard K. Popp Section 2: Political Economy 6. Regulating Integrated Advertising Christina Spurgeon 7. Cross-Media Promotion and Media Synergy: Practices, Problems and Policy Responses Jonathan Hardy 8. Media Buying: The New Power of Advertising Joseph Turow Section 3: Globalization 9. The Advertising Industry in Latin America: A Regional Portrait John Sinclair 10. Globalization, Penetration, and Transformation: A Critical Analysis of Transnational Advertising Agencies in Asia Kwangmi Ko Kim and Hong Cheng 11. The Ties that Bind: US Hispanic Advertising and the Tension between Global and Local Forces Christopher A. Chávez 12. The Transnational Promotional Class and the Circulation of Value(s) Melissa Aronczyk Section 4: Audiences as Labor, Consumers, Interpreters, Fans 13. Commodifying Free Labor Online: Social Media, Audiences, and Advertising Nicole S. Cohen 14. The Impact of Social Media on Imaginary Social Relationships with Media Figures/Celebrities Who Appear in Advertising Neil M. Alperstein 15. Health Literacy in DTCA 2.0: Digital and Social Media Frontiers Ashli Quesinberry Stokes Section 5: Identities 16. The New "Real Women" of Advertising: Subjects, Experts, and Producers in the Interactive Era Brooke Erin Duffy 17. "Brut Slaps…And Twins": Hypercommercialized Sports Media and the Intensification of Gender Ideology Matthew P. McAllister and Chenjerai Kumanyika 18. The Ghosts of Mad Men: Race and Gender Inequality Inside American Advertising Agencies Christopher Boulton 19. Governing Taste: Packaged Foods, Inscription Devices, Nutrition, and the Child Charlene Elliott Section 6: Social Institutions 20. The New Refeudalization of the Public Sphere Jamie Warner 21. Rate Your Knowledge: the Branded University Sarah Banet-Weiser 22. Now Hear This: The State of Promotion and Popular Music Devon Powers 23. Property Porn: An Analysis of Online Real Estate Advertising Jacqueline Botterill Section 7: Everyday Life 24. "Brand You!": The Business of Personal Branding and Community in Anxious Times Christine Harold 25. Back to the Future: Gifts, Friendship, and the Re-figuration of Advertising Space Iain MacRury 26. Cause Marketing and the Rise of Values-Based Brands: Exploiting Compassion in Pursuit of Profits Mara Einstein 27. From Advergames to Branded Worlds: The Commercialization of Digital Gaming Sara M. Grimes Section 8: The Environment 28. The "Crying Indian," Corporations, and Environmentalism: A Half-Century of Struggle over Environmental Messaging Robin Andersen 29. Behind the Green Curtain: Constructing the Green Consumer with Contemporary Environmental Advertising Colleen Connolly-Ahern and Lee Ahern 30. The Paradox of Materiality: Fashion, Marketing, and the Planetary Ecology Juliet B. Schor
Matthew P. McAllister is Professor of Communications in the Department of Film/Video & Media Studies at Penn State. He is the author of The Commercialization of American Culture (1996, Safe), and the co-editor of Comics and Ideology (with Ian Gordon and Edward H. Sewell, Jr., 2001, Peter Lang), Film and Comic Books (with Ian Gordon and Mark Jancovich, 2007, University Press of Mississippi), and The Advertising and Consumer Culture Reader (with Joseph Turow, 2009, Routledge).
Emily West is an Associate Professor in the Department of Communication at the University of Massachusetts, Amherst, whose work focuses on consumer culture, gender and performance, and media audiences. Her research on the commodification of sentiment and nation branding has appeared in journals including Media, Culture & Society, Critical Studies in Media Communication, Journal of Consumer Culture, Feminist Media Studies, and Popular Communication. Her newest work is on discourses of consumerism in US healthcare policy.
"[T]he editors have gathered together an impressive set of contributions from leading and emerging scholars who consider advertising, promotional culture and consumer culture from a range of disciplinary perspectives… [T]aken together the thirty chapters create a rich, if sometimes troubling, tapestry depicting advertising and promotion practices, and exploring how these relate to consumer experiences and wider societal structures and concerns." – Stephanie O’Donohoe, The University of Edinburgh