Buy This Book: Studies in Advertising and Consumption

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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: 1/28/1997
  • Pages: 368
  • Product dimensions: 6.10 (w) x 9.40 (h) x 1.20 (d)

Table of Contents

List of illustrations
Notes on contributors
Introduction 1
1 Paths to Mass Consumption: Britain and the USA since 1945 15
2 Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts 34
3 Consumer Culture and the Politics of Need 51
4 The Benetton-Toscani Effect: Testing the Limits of Conventional Advertising 64
5 Investments in the Imaginary Consumer: Conjectures Regarding Power, Knowledge and Advertising 87
6 Advertising Executives as Modern Men: Masculinity and the UK Advertising Industry in the 1980s 103
7 Capital's Cultural Study: Marketing Popular Ethnography of US Latino Culture 120
8 Image Politics: Negative Advertising Strategies and the Election Audience 139
9 Keeping Mrs Dawson Busy: Safe Sex, Gender and Pleasure in Condom Advertising since 1970 157
10 Transnational Publishing: The Case of Elle Decoration 178
11 Dressing the Public: Television, Consumption and the Family in Austria in the 1950s and 1960s 191
12 Resort to Nostalgia: Mountains, Memories and Myths of Time 207
13 Listen to Britain: Music, Advertising and Postmodern Culture 224
14 Advertising and the Modulation of Narcissism: The Case of Adultery 239
15 Leaky Boundaries: Intertextuality and Young Adult Experiences of Advertising 257
16 Cynicism and Ambiguity: British Corporate Responsibility Advertisements and their Readers in the 1990s 276
17 (Ad)dressing the Dyke: Lesbian Looks and Lesbians Looking 291
18 'Power Dressing' and the Construction of the Career Woman 311
19 Consumption and Identity Before Going to College, 1970-93 324
20 When the Meaning is Not a Message: A Critique of the Consumption as Communication Thesis 340
Index 352
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  • Anonymous

    Posted June 15, 2014

    Micakit

    My bio is actually now res six. Talk to me here, though!

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