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Advertising and Promotional Culture

Case Histories

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Publisher:

Red Globe Press

Pages: 266
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Recommend to library

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Paperback - 9781137026231

21 December 2017

$39.99

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Ebook - 9781137026255

21 December 2017

$24.99

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Hardcover - 9781137026248

21 December 2017

$109.99

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This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters...

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This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today.

Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.

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  • Engaging and well organised
  • Places advertising within its historical context
  • Tracks changes in advertising and the development of theories about advertising
  • Looks at how advertising messages have been incorporated into culture
  • Considers the evolution of participatory engagement from the 19th century to the present
  • Explains the position of advertising in the larger fields and operations of promotion and marketing
  • Illuminates how advertising has adapted to changing cultural, political, economic, and technological environments
  • Each fascinating chapter explains key concepts before exploring detailed case studies of both 'classic' and lesser-known advertising campaigns
  • Case studies both illustrate the role of advertising in the formation of consumer culture and provide rich examples for further research and application


Introduction: The Strange Cases of Advertising
1. From Production to Consumption: The Rise of Patent Medicines
2. Building Consumer Culture: The Department Store and Mail Order Catalogue
3. Formation of The Advertising Industry: Camel Cigarettes and Marketing Controversial Products
4. Traditional and Ambient Advertising: Targeting Children Through Cereal
5. Volkswagen and the Creative Revolution
6. The Meaning of Design and Design of Meaning: The IKEA Experience
7. Globalization and Advertising: The Case of Nike
8. Advertising and Politics: Selling Presidents as Soap
9. The Institutionalization of Branding and Branding of Self
10. Advertising and Social Action: Dove and Real Beauty
11. The Prosumer in Consumer Culture: YouTube and Annoying Orange
Conclusion.








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P David Marshall is Chair in New Media, Communication and Cultural Studies at Deakin University, Australia. 

Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

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P David Marshall is Chair in New Media, Communication and Cultural Studies at Deakin University, Australia. 

Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

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