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The Routledge Companion to Advertising and Promotional Culture

Edited by: Matthew P. McAllister , Emily West

Print publication date:  March  2013
Online publication date:  February  2013

Print ISBN: 9780415888011
eBook ISBN: 9780203071434
Adobe ISBN: 9781135095574

10.4324/9780203071434
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Book description

The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising.

The book contains eight sections:

  • Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice.
  • Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment.
  • Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice.
  • Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces.
  • Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts.
  • Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education.
  • Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships.
  • The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste.

With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.

Table of contents

Prelims Download PDF
Chapter  1:  Introduction Download PDF
Chapter  2:  Origins of modern consumption Download PDF
Chapter  3:  "Sentimental 'greenbacks' of civilization" Download PDF
Chapter  4:  The fight against critics and the discovery of "spin" Download PDF
Chapter  5:  Cultivating the romance of place Download PDF
Chapter  6:  Regulating integrated advertising Download PDF
Chapter  7:  Cross-media promotion and media synergy Download PDF
Chapter  8:  Media buying Download PDF
Chapter  9:  The advertising industry in Latin America Download PDF
Chapter  10:  Globalization, penetration, and transformation Download PDF
Chapter  11:  The ties that bind Download PDF
Chapter  12:  The transnational promotional class and the circulation of value(s) Download PDF
Chapter  13:  Commodifying free labor online Download PDF
Chapter  14:  The impact of social media on imaginary social relationships with media figures/celebrities who appear in advertising Download PDF
Chapter  15:  Health literacy in DTCA 2.0 Download PDF
Chapter  16:  The new "real women" of advertising Download PDF
Chapter  17:  "Brut slaps... and twins" Download PDF
Chapter  18:  The ghosts of mad men  Download PDF
Chapter  19:  Governing taste Download PDF
Chapter  20:  The new refeudalization of the public sphere Download PDF
Chapter  21:  Rate your knowledge Download PDF
Chapter  22:  Now hear this Download PDF
Chapter  23:  Property porn Download PDF
Chapter  24:  "Brand you!" Download PDF
Chapter  25:  Back to the future Download PDF
Chapter  26:  Cause marketing and the rise of values-based brands Download PDF
Chapter  27:  From advergames to branded worlds Download PDF
Chapter  28:  The "crying Indian," corporations and environmentalism Download PDF
Chapter  29:  Behind the green curtain Download PDF
Chapter  30:  The paradox of materiality Download PDF
Index Download PDF
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