ABSTRACT

Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.

chapter |10 pages

INTRODUCTION

chapter 1|22 pages

THE ORIGINS AND DEVELOPMENT OF ADVERTISING

chapter 2|14 pages

THE NEW ADVERTISING

chapter 3|12 pages

THE NEW MEDIA

chapter 4|10 pages

THE EFFECTS OF ADVERTISING

chapter 5|22 pages

WHAT DO ADVERTISEMENTS MEAN?

chapter 6|20 pages

SEMIOTICS AND IDEOLOGY

chapter 7|16 pages

THE LANGUAGE OF ADVERTISING

chapter 8|24 pages

THE RHETORIC OF ADVERTISING