Advertising: Critical Readings

by Moeran, Brian

• ISBN13: 9781847885500
• ISBN10: 1847885500
• Format: Display
• Copyright: 2010-03-15
• Publisher: Bloomsbury Academic

Summary

Advertising is big business in its own right: global spending in 2010 is estimated at $450 billion. Advertising plays a crucial role not only in persuading customers to purchase or consume more of a particular brand or service but also influences taste and choice. This influence extends far beyond commercial goods and services to all areas of life including political parties, religious bodies, and non-profit organizations.In the past 15 years, the internet and the mobile phone have opened up vast new opportunities for advertising-lead marketing based not only on spam but more importantly on data analysis of individual site viewing and purchasing decisions. Amazon is a prime example of driving business in this way. Advertising: Critical Readingsbrings together the key writings -- drawing on both journals and books -- to present an authoritative and comprehensive survey of the field. This major reference work will be invaluable to scholars and professionals in Advertising, Business, Media and Communications The whole work is presented with an introduction and the writings are divided into 4 volumes, organised thematically:Volume 1: Advertising HistoriesNorth and South Americas, Europe, Other MarketsVolume 2:Advertising IndustriesEconomic Approaches, Overviews, Clients, Agencies, Media, Internet.Volume 3:Advertising ImagesCommunication, Rhetoric of Images, Deconstructing Ads, Design.Volume 4:Culture: Cultural Critiques, Advertising and Consumerism, Magic, Art, Lifestyles, Ethnicity and Minorities, Gender.

Table of Contents

History

General Introduction

The United States Of America

"Advertising In The United States" (1900)

"The Place Of Advertising In Modern Business" (1901)

The History Of An Advertising Agency. (1939)

"Marketing Problems And Advertising Methods As America Industrialized" (1998)

"An Historical Analysis To Explain The Evolution Of Advertising Agency Services" (1976)

"Origin And Early Development Of Outdoor Advertising In The United States" (1986)

Europe

"Books For Sale: Advertising And Patronage In Late Elizabethan England" (1998)

"London's Early Advertising Agents" (1977)

"The Material Promised Land: Advertising's Modern Agenda In Late Imperial Russia" (1998)

"Credit, Consumption, And Images Of Women's Desires: Selling The Sewing Machine In Late Nineteenth Century France" (1994)

"Truth Half Told: Finding The Perfect Pitch For Advertising And Marketing In Yugoslavia, 1950-1991" (2003)

"Advertising In Europe: Promises, Pressures And Pitfalls" (1991)

Rest Of The World

"The Development Of Mass Media In Asia-Pacific: Newspapers And Radio" (2003)

"The Development Of Mass Media In Asia-Pacific: Television" (2003)

"Advertising And Indian-Language Newspapers: How Capitalism Supports (Certain) Cultures And (Some) States, 1947-96" (1997)

"The Sri Lankan Advertising Business" (2001)

"Transnational Advertising And Politics: The Case Of Indonesia" (1980).

"From Four Hundred Million To More Than One Billion Consumers: A Brief History Of The Foreign Advertising Industry In China" (1997)

"The Development Of Japanese Print And Broadcast Advertising" (1996)

"History And Size Of The Advertising Industry" (1996)

Industry

Approaches To The Study Of The Advertising Industry

"Modern Advertising And Economic Theory" (1931)

"The Economic Aspects Of Advertising" (1950)

"Some Institutional Aspects Of Advertising" (1973)

"Advertising's Role In Capitalist Markets: What Do We Know And Where Do We Go From Here?" (2005)

"Global Scan: The Globalization Of Advertising Agencies, Concepts, And Campaigns" (1995)

"Advertising Law In The United States And European Union" (1997)

"John B. Watson At J. Walter Thompson: The Legitimation Of 'Science' In Advertising" (1990)

"Culture And Consumption: A Theoretical Account Of The Structure And Movement Of The Cultural Meaning Of Consumer Goods" (1986)

Industry Organization

"The Functions Of Ceremony In The Advertising Business" (1949)

"Talking In Organizations: Managing Identity And Impressions In An Advertising Agency" (1994)

"A Dedicated Storytelling Organization: Advertising Talk In Japan" (2007)

"A Tournament Of Value: Strategies Of Presentation In Japanese Advertising" (1993)

"Models, Metaphors And Client Relations: The Negotiated Meanings Of Advertising" (2003)

"The Pizza Superiora Film Project" (1997)

"Conflict And Confluence In Advertising Meetings" (2007)

"The Project Ecology Of Advertising: Tasks, Talents And Teams" (2002)

"Citizens Have Sex, Consumers Make Love: Marketing Kamasutra Condoms In Bombay" (2001)

"The Trouble With Creatives: Negotiating Creative Identity In Advertising Agencies" (2007)

"Copywriters' Implicit Theories Of Communication: An Exploration" (1995)

A Japanese Advertising Agency: An Anthropology Of Media And Markets. (1996)

"The Artisans Of Desire: The Mediation Of Advertising Between Product And Consumer" (1989)

Communication

New Media Forms

"A New Medium For Advertising: The Postcard, 1900-1920" (1988)

"The Future Of Radio As An Advertising Medium" (1934)

"The Not Quite So Inevitable Origins Of Commercial Broadcasting In America" (1987)

"Television: Boon Or Bane?" (1946)

"Cable Television And Advertising: An Assessment" (1978)

"Ambient Media: Advertising's New Media Opportunity?" (1999)

"Wireless Digital Advertising: Nature And Implications" (2002)

"From Subservient Chickens To Brawny Men: A Comparison Of Viral Advertising To Television Advertising" (2006)

Advertising Style

"Style In Advertising" (1977)

"The Rhetoric Of The Image" (1977)

"How To Do Things With Images: An Essay On The Pragmatics Of Advertising" (1980)

"Images In Advertising: The Need For A Theory Of Visual Rhetoric" (1994)

"Figures Of Rhetoric In Advertising Language" (1996)

"Visual Rhetoric And Global Advertising" (2006)

"From Rational Calculation To Sensual Experience: The Marketing Of Emotions In Advertising" (2007)

"Textual Analysis In Advertising Research: Construction And Deconstruction Of Meanings" (1996)

"Advertising Sounds As Cultural Discourse" (1984)

"This Advertising World" (1928)

Advertising Lifestyles

"Advertising As Social Tableaux" (1985)

"Images Of Ourselves: The Good Life In Twentieth Century Advertising" (1985)

"Wife/Mother/Daughter-In-Law: Multiple Avatars Of Homemaker In 1990s Indian Advertising" (1998)

"Thin White Women In Advertising: Deathly Corporality" (2003)

"Thinness And Other Refusals In Contemporary Fashion Advertisements" (1998)

Culture

Cultural Critiques

"An Appraisal Of Certain Criticisms Of Advertising" (1925)

"American Advertising" (1957)

"The Functions Of Advertising In Our Culture" (1959)

"The Question Of Morality" (1960)

"The Search For Self-Fulfilling Prophesies" (1963)

"Truth And Image In Advertising" (1969)

"Criticizing The Critics Of Advertising: Towards A Sociological View Of Marketing" (1981)

"But First A Word From Our Sponsor" (1996)

"In Defence Of Advertising: A Social Perspective" (1997)

"Consumer Resistance In A World Of Advertising Clutter: The Case Of Adbusters" (2002)

Cultural Systems: Magic, Art, Gender And Race

"Advertising As A Cultural System" (1987)

"Something Old, Something New: Exploring The Relation Between Ritual And Advertising" (1996)

"Advertising: The Magic System" (1980)

Decoding Advertisements: Ideology And Meaning In Advertising (1978)

"Advertising As Capitalist Realism" (1984)

"Origins Of The Art Of Advertising" (1983)

"Uneasy Courtship: Modern Art And Modern Advertising" (1987)

"Modernism And Advertising Art" (1995)

"Advertising And Sex Roles In Contemporary American Society" (1976)

Gender Advertisements (1979)

"Women Outdoors: Advertising Controversy And Disputing Feminism In The 1990s" (2000)

"Advertising Race/Raceing Advertising: The Feminine Consumer(-Nation), 1876-1900" (1997)

"Images Of North Americans In Advertising: Some Moral Issues" (1993)

"Gender And Multicultural Issues In Advertising: Stages In The Research Highway" (1999)

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