Advertising and Promotional Culture : Case Histories

Description

This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.

Details

Author(s)
P David Marshall, Joanne Morreale
Format
Paperback | 266 pages
Dimensions
155 x 235 x 14.73mm | 427g
Publication date
08 Mar 2018
Publisher
MacMillan Education UK
Imprint
Red Globe Press
Publication City/Country
United Kingdom
Language
English
Edition Statement
1st ed. 2018
Illustrations note
18 Illustrations, black and white; X, 266 p. 18 illus.
ISBN10
1137026235
ISBN13
9781137026231
Bestsellers rank
1,167,322