Buy This Book: Studies in Advertising and Consumption

Buy This Book: Studies in Advertising and Consumption

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by Mica Nava, Andrew Blake, Iain MacRury, Barry Richards
     
 

Buy This Book brings together an outstanding international collection of writings on advertising and consumption. The work is based on new historical, textual and ethnographic research and adds substantially to the theoretical and case study literature in the field. Contributors from Britain, continental Europe and North America consider the history, industry… See more details below

Overview

Buy This Book brings together an outstanding international collection of writings on advertising and consumption. The work is based on new historical, textual and ethnographic research and adds substantially to the theoretical and case study literature in the field. Contributors from Britain, continental Europe and North America consider the history, industry practices, textual strategies and public consumption of advertising, and changes in consumer imagery and identity. Eschewing a uniformity of approach and perspective, Buy This Book confirms the interdisciplinarity of this expanding area of study. It also shows how a focus on consumption interrogates assumptions within disciplines. The book includes analyses of British and American consumption since 1945; the consumer as the imaginary subject of advertisers; the challenge of the Benetton campaigns; music, image and nostalgia in advertising; the marketing of Latino culture; safe sex and pleasure in condom advertising; the family and consumption in postwar Europe; power dressing; politics and negative advertising in North America; adultery and the promotion of cars.

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Product Details

ISBN-13:
9780415141314
Publisher:
Taylor & Francis
Publication date:
01/28/1997
Pages:
368
Product dimensions:
6.10(w) x 9.40(h) x 1.20(d)

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Table of Contents

List of illustrations
Notes on contributors
Introduction1
1Paths to Mass Consumption: Britain and the USA since 194515
2Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts34
3Consumer Culture and the Politics of Need51
4The Benetton-Toscani Effect: Testing the Limits of Conventional Advertising64
5Investments in the Imaginary Consumer: Conjectures Regarding Power, Knowledge and Advertising87
6Advertising Executives as Modern Men: Masculinity and the UK Advertising Industry in the 1980s103
7Capital's Cultural Study: Marketing Popular Ethnography of US Latino Culture120
8Image Politics: Negative Advertising Strategies and the Election Audience139
9Keeping Mrs Dawson Busy: Safe Sex, Gender and Pleasure in Condom Advertising since 1970157
10Transnational Publishing: The Case of Elle Decoration178
11Dressing the Public: Television, Consumption and the Family in Austria in the 1950s and 1960s191
12Resort to Nostalgia: Mountains, Memories and Myths of Time207
13Listen to Britain: Music, Advertising and Postmodern Culture224
14Advertising and the Modulation of Narcissism: The Case of Adultery239
15Leaky Boundaries: Intertextuality and Young Adult Experiences of Advertising257
16Cynicism and Ambiguity: British Corporate Responsibility Advertisements and their Readers in the 1990s276
17(Ad)dressing the Dyke: Lesbian Looks and Lesbians Looking291
18'Power Dressing' and the Construction of the Career Woman311
19Consumption and Identity Before Going to College, 1970-93324
20When the Meaning is Not a Message: A Critique of the Consumption as Communication Thesis340
Index352

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