ABSTRACT

Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three.

The third edition includes:

* discussion of new technologies and issues, from the Internet to globalization

* updated and expanded examples and illustrations

* revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice

 

part |1 pages

Part I Advertising and Media

chapter 1|30 pages

Introduction

chapter 2|33 pages

From Traditional to Industrial Society

chapter 6|64 pages

The Structure of Advertisements

chapter 7|35 pages

Goods as Communicators and Satisfiers

part |1 pages

Part II 1985-2000

chapter 8|31 pages

Consumer Cultures and Mediated Markets

chapter 9|38 pages

Late Modern Consumer Society

chapter 10|36 pages

Media in the Mediated Marketplace

chapter 14|38 pages

Negotiated Messaging for Generation X

chapter 15|43 pages

Mobilizing the Culturati

chapter 16|16 pages

The Fifth Frame

part |1 pages

Part III Policy

chapter 17|56 pages

Issues in Social Policy