The Routledge Companion to Advertising and Promotional Culture
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This comprehensive second edition provides an updated 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; and 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 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 Part 1: Historical Perspectives on Advertising and Promotion 2. Origins of Modern Consumption: Advertising, New Goods, and a New Generation, 1890–1930 3. "Sentimental ‘Greenbacks’ of Civilization": Cartes de Visite and the Pre-History of Self-branding 4. The Relationship between US Advertising and Popular Culture: Four Historical Threads 5. Subscriptions as Surveillance: Mailing Labels, Punch Cards, and the Roots of the Digitized Audience Part 2: Promotional Industries 6. The Past, Present, and Future of Internet Personalization in Service of Advertising 7. Promotional Convergence and Political Economic Critique: Assessing Integrations Across Media and Advertising Industries 8. Regional Trends in Global Advertising 9. How the Advertising Industry Approaches Legal Cannabis: A Trade Press Analysis Part 3: Advertising Audiences 10. Social Media and Audience Commodification: Toward an Applied Theory 11. Model Consumers: Numerical and Normative Constructions of Hispanic Consumers 12. Promotional Culture, Tastes, and Teenagers: Navigating the Interplay Between Food Marketing, Monitoring, and "Teen Food" Part 4: Advertising Identities 13. Selling Cuba: Havana Club Advertising and the Practice of Cultural Mediation 14. Adventures in Hypermediated Hyperreality, Or What Happens When Nations Become Brands 15. Streaming Nationalism, Advertising Localization: Netflix Türkiye Advertisements 16. Milleniage Advertising: Reconceptualizing Advertising and its Role in Forming Social Identities 17. Contour of Masculinity: Reading Bros in Popular Culture and Fashion Branding Part 5: Advertising and/in Crisis 18. From Cause Marketing to Activist Branding: There’s No Sitting Out in the Age of COVID, #BLM, and Assaults on Democracy 19. #WeAreTogether: University Branding in the Time of Covid and Black Lives Matter 20. "The Show Must Go On": Thematic Representations of Hyper-commercialism and Spending as a Public Service Amid COVID-19-Related Advertisements 21. Native Advertising in Digital News Contexts: Perpetuating the 21st Century Infodemic 22. Normal Accidents in the Digital Age: How Programmatic Advertising Became a Disaster Part 6: Promotion and Politics 23. United We Shop: Black Beauty Advert-ism and the Business of Social Justice 24. When Advertising Takes a Stand: Market Activism, Gender, and Social Change in Greece 25. "I Keep Hearing the Promo, `You're Fired!'": Promotional Culture, Populist Authoritarianism, and The Apprentice 26. Misremembering Black Wall Street and the Promotional Rhetoric of Capitalist Racial Repair Part 7: Promotionalism and Its Expansions 27. Popular Music, Promotional Culture, and Public Policy 28. E-commerce Goes Social: The Rise of Livestreaming as a Hybrid Promotional Form 29. Advertising, Branding, and the Promotional Future Part 8: Advertising, Promotion, and the Environment 30. Pushing Products and Blaming Consumers: Corporate Journalism, Climate Change, and the Discourses of Delay 31. From Crisis to Opportunity: Promoting Climate Change
Emily West is Professor of Communication at the University of Massachusetts Amherst. Her research focuses on promotion, technology, and culture. She is the author of Buy Now: How Amazon Branded Convenience and Normalized Monopoly (2022) and co-editor of the first edition of The Routledge Companion to Advertising and Promotional Culture (2013). Her research has appeared in journals including Surveillance & Society, International Journal of Communication, and Journal of Consumer Culture.
Matthew P. McAllister is Professor of Communications, Communication Arts & Sciences, and WGSS at Penn State. His research focuses on political economy of media and critiques of commercial and popular culture. He is the co-editor of first edition of The Routledge Companion to Advertising and Promotional Culture (with Emily West, 2013) and The Advertising and Consumer Culture Reader (with Joseph Turow, 2009).