Description
Book SynopsisAdvertising: Critical Approaches explores a broad range of critical theories and perspectives to shed new light on the organisation, workings and effects of the advertising industry today.
Chris Wharton presents the social, cultural and economic role of advertising across history, with chapters tracking the process of advertising from production to reception.
Split into three sections covering Foundations, Frameworks and Applications, the book's chapters explore a range of areas central to an insight into the development of modern advertising, including:
- advertising history
- cultural, critical and political economy approaches to advertising
- texts in advertising
- the reception of advertising
- advertising in the home and outdoor advertising
- consumer culture.
Case studies explore the diversity in the uses of advertising throughout history, from Os
Table of Contents
Introduction Part 1: Foundations 1. The nature of advertising history 2. Historical outline 3. Market society and its critics 4. Political economy approaches to advertising Jonathan Hardy 5. Cultural and critical approaches Part 2: Frameworks 6. Advertising framework and encoding 7. Texts 8. Reception Part 3: Applications 9. Advertising in the home 10. Outdoor advertising 11. Sound and vision 12. Consumer culture
