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9780252065422

Advertising in Contemporary Society

by ; ;
  • ISBN13:

    9780252065422

  • ISBN10:

    0252065425

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 1996-09-01
  • Publisher: Univ of Illinois Pr
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List Price: $21.00

Table of Contents

Preface ix
Introduction: Tools to ``Clear the Deadwood'' 1(1)
Advertising Must Be Considered in Light of Cultural Expectations
2(1)
The Advertising Process Has Varied Intents and Effects
3(4)
Advertising's Actual Effects Are Usually Not Clearly Known
7(2)
Because of Its Cultural Boundness, Its Complexity of Forms and Functions, and the Difficulty in Ascertaining Its Outcome, Advertising Is Highly Prone to Disparate Interpretations
9(2)
Summary
11(4)
1 Basic Perspectives
Idea Systems Institutions: Advertising and Classical Liberalism
15(18)
Three Powerful Idea Systems
15(7)
The Classical Liberal Market
22(6)
A ``Fertile Seedbed'' for Advertising
28(3)
Summary
31(2)
Idea Systems Institutions: Advertising and Neo-Liberalism
33(24)
A Reexamination of Classical Liberal Concepts
34(8)
The Implications of Neo-Liberalism for Advertising
42(12)
Summary
54(3)
Helpful Perspectives on Advertising as an Institution
57(36)
Why Institutional Analysis?
58(1)
Carey---Advertising as Market Information
59(5)
Norris---The Quest for Market Power
64(4)
Potter---Social Control without Social Responsibility
68(5)
Sandage---To Inform and Persuade
73(2)
Schudson---Advertising as Capitalist Realism
75(4)
Pollay and Holbrook---The ``Mirror'' Controversy
79(7)
Summary
86(7)
2 Issues of Consequence
Advertising and the Economy
93(20)
Basic Limitations of Many Economic Studies
93(3)
Two Schools of Thought about the Economic Effects of Advertising
96(2)
Some Newer Approaches
98(5)
The Basic Economic Issues
103(6)
Summary
109(4)
Advertising and Its Audience
113(32)
The Basic Informational Functions of Advertising
114(1)
The ``Imperfect'' Information System of the Marketplace
115(5)
How Consumers Gather and Use Information
120(18)
Summary
138(7)
Advertising and the Media
145(17)
Commercial Speech
146(1)
Media Theory
146(1)
The Mass Media as Distributors of ``Speech''
147(11)
The Future of Media
158(1)
Summary
159(3)
Advertising and Regulation
162(22)
Natural Market Forces
163(1)
Organized Market Forces (Consumerism)
163(5)
Self-Regulatory Forces
168(8)
Governmental Forces
176(3)
Media Forces
179(1)
Summary
180(4)
Ethical Issues in Advertising
184(19)
The Larger Ethical Climate
185(1)
The Business Perceives Itself
185(1)
Seven Areas of Inherent Ethical Conflict in Ongoing Advertising Practice
186(9)
Perspectives on the Ethical Dimensions of Advertising Practice
195(3)
A Normative Perspective on Advertising's Ethical Milieu
198(2)
Summary
200(3)
Afterword 203

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