ABSTRACT
In recent years we have seen an “affective turn” (Clough and Halley 2007) in critical theory. As Reber (2012) argues, “Emotion has been there all along; its status has simply experienced an epistemic shift, and scholars are, in effect, returning to the Western canon to give the presence of emotion a new epistemic interpretation” (89). While some of the concerns of affect theory are continuous with established theorizations of capitalism and advertising, others take us in new analytic directions. This chapter briey reviews the developments in affect theory that are most relevant to the study of advertising and then demonstrates the t between the analytic tools of affect theory and contemporary developments in advertising.
