Social Communication in Advertising

Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three. The third edition includes: * discussion of new technologies and issues, from the Internet to globalization * updated and expanded examples and illustrations * revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice

ISBN 0415966760   Pages 696 ISBN13 9780415966764 (What's this?)   Volumes 1 Publisher Taylor & Francis Ltd   Weight (grammes) 952 Imprint Routledge   Published in London Format Paperback   Height (mm) 229 Publication date 18 Oct 2005   Width (mm) 152 Library of Congress HF5827.S63   Spine width (mm) 35 DEWEY 659.1042   Academic level General, Tertiary education, Undergraduate, Postgraduate, Professional / Scholarly DEWEY edition DC22

Pt. I		Advertising and media
1		Introduction		3
2		From traditional to industrial society		33
3		Advertising in the transition from industrial to consumer society		67
4		Advertising and the development of communications media		93
5		Advertising and the development of agencies		123
6		The structure of advertisements		161
7		Goods as communicators and satisfiers		225
Pt. II		1985-2000
8		Consumer cultures and mediated markets		263
9		Late modern consumer society		295
10		Media in the mediated marketplace		333
11		Full service agencies : globalization and unbundling		369
12		Structure and agency : tensions at play in advertising design		411
13		The mobilization of the Yuppies and Generation X		453
14		Negotiated message for Generation X		481
15		Mobilizing the culturati		519
16		The fifth frame		563
Pt. III		Policy
17		Issues in social policy		581

"A well thought out and academically robust analysis of advertising as social communication, the most comprehensive synthesis of the smarter writings on advertising to be found, and a great resource book." -- Thomas C. O'Guinn, University of Illinois "The third edition of this classic text offers a magisterial review of the evolving relationship between advertising and society, and a wealth of insights into the relationship between contemporary advertisements, their creators, and consumers." -- Stephanie O'Donohoe, University of Edinburgh, Scotland "Both a magisterial survey and a pioneering study in its own right, the third edition of Social Communication in Advertising brings the story of advertising and its communicative strategies right up to the present. With a range and depth rare in the field, it is essential reading for those interested in critically understanding this most powerful of contemporary cultural institutions." -- Andrew Wernick, Trent University "Social Communication in Advertising is a stimulating, wide-ranging analysis of a key crossroads where culture and commerce meet." -- Joseph Turow, University of Pennsylvania "A solid text to offer in an introductory graduate course or an advanced undergraduate seminar on the social influence of advertising."--Ivy Glennon, University of Illinois at Urbana-Champaign

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