Advertising and Promotional Culture: Case Histories

by P David Marshall, Joanne Morreale

Overview

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.

Product Details

ISBN-13:	9781350306400
Publisher:	Bloomsbury Publishing
Publication date:	12/21/2017
Sold by:	Barnes & Noble
Format:	eBook
Pages:	266
File size:	3 MB

About the Author

P David Marshall is Chair in New Media, Communication and Cultural Studies at Deakin University, Australia.

Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.
P. David Marshall is Emeritus Professor at Deakin University, Australia, and Honorary Professor at the University of Nottingham – Ningbo China. His authored works include Persona Studies: An Introduction (2020) and Advertising and Promotional Cultures: Case Histories (2018). His edited works include A Companion to Celebrity (2016) and The Celebrity Culture Reader (2006). He is the co-founder of the journals, M/C- a journal of media and culture and Persona Studies.
Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

JOANNE MORREALE is Associate Professor of Communication at Northeastern University. Her particular research interest is in campaign communication.

Table of Contents

Introduction: The Strange Cases of Advertising
1. From Production to Consumption: The Rise of Patent Medicines
2. Building Consumer Culture: The Department Store and Mail Order Catalogue
3. Formation of The Advertising Industry: Camel Cigarettes and Marketing Controversial Products
4. Traditional and Ambient Advertising: Targeting Children Through Cereal
5. Volkswagen and the Creative Revolution
6. The Meaning of Design and Design of Meaning: The IKEA Experience
7. Globalization and Advertising: The Case of Nike
8. Advertising and Politics: Selling Presidents as Soap
9. The Institutionalization of Branding and Branding of Self
10. Advertising and Social Action: Dove and Real Beauty
11. The Prosumer in Consumer Culture: YouTube and Annoying Orange
Conclusion.