Advertising and Culture: Theoretical Perspectives

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 ...

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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.

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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)
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Product Details

  • ISBN-13: 9780275953515
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 7/15/1996
  • 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.

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Table of Contents

Acknowledgments
Introduction
1 Reading Television Texts: The Postmodern Language of Advertising 1
2 When Foreign Sells: Exotica in American TV Ads of the Eighties and Nineties 11
3 Some Versions of the Pastoral: Myth in Advertising; Advertising as Myth 29
4 "We Bring Good Things to Life"/"We're Always There": The AdWorld of GE 49
5 Love and Liqueur: Modernism and Postmodernism in Advertising and Fiction 61
6 Man Has Fallen and He Can't Get Up: An Essay on Postmodernism and Advertising 75
7 Burroughs and Advertising: Fractured Language, Fractured Time, Fractured Images as the Universal Language 85
8 The Selling of Gender Identity 91
9 Advertising as Educator 105
10 The Betrayal of the Media 113
Selected Bibliography 125
Index 131
About the Contributors 135
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