Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. It explores some of the different approaches taken and considers issues of historical method and the significance of different source material to a history of advertising. The book considers the significance of technological change to the development of advertising. It also explores sound as an aspect of radio advertising and as an important element of television, Internet, tablet, mobile and other forms of advertising. The advertising industry is involved in a wide range of activities from promotion, publicity and finance to planning, research and creativity. This book looks at various threads of consumer culture, acknowledging it as a shared way of life, but one in which access to it is unevenly distributed and dependent on a range of economic, social and political factors.