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Summary
Summary
Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader.
Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography.
Written in an accessible and interesting style, Advertising is the ideal introductory book for students of media, communication and journalism.
Table of Contents
| Introduction |
| 1 Advertising and Common Sense |
| 2 Advertising Agencies: Mediation and the Creative Process |
| 3 Advertising: Marketing, Media and Communication |
| 4 Analysing and historicising advertising |
| 5 Advertising and Culture |
| 6 Advertising: Signs and Textualities |
| 7 Advertising: New Forms and Intimacies |
| 8 Advertising: Audiences and Psychologies |
| Bibliography |