Advertising and Culture: Theoretical Perspectives

Advertising and Culture: Theoretical Perspectives

by Mary Cross
     
 

This unique collection of essays explores postmodern American culture and the shaping influence of advertising. Using contemporary theory, the authors present a wide variety of perspectives on advertising's methods, language, and cultural effects. Topics include the myths and promises of advertising, the selling of racial and gender stereotypes, the construction of

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Overview

This unique collection of essays explores postmodern American culture and the shaping influence of advertising. Using contemporary theory, the authors present a wide variety of perspectives on advertising's methods, language, and cultural effects. Topics include the myths and promises of advertising, the selling of racial and gender stereotypes, the construction of corporate images, the postmodern discourse of advertising, its literary techniques, and its persuasive strategies. This scholarly approach to advertising will be of interest to students and scholars in the fields of communication, cultural studies, and popular culture.

Editorial Reviews

Booknews
Scholars of English, communications, psychology, sociology, and economics offer 10 perspectives on advertising and how it effects us both individually and culturally. Among the aspects they detail are exotica in American TV ads of the eighties and nineties, versions of the pastoral myth, postmodernism, love and liqueur, and selling gender identity. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780275953515
Publisher:
Greenwood Publishing Group, Incorporated
Publication date:
07/15/1996
Pages:
152
Product dimensions:
6.45(w) x 9.63(h) x 0.67(d)

Meet the Author

MARY CROSS is Associate Professor of English at Fairleigh Dickinson University. She is the author of Persuasive Business Writing (1987) and Henry James: The Contingencies of Style (1993), and is a former advertising copy chief.

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