Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm
Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm
ISBN: 978-0-415-42388-5
Verlag: Taylor & Francis
This excellent text is packed full of anecdotes and case studies, from the earliest known examples of advertising to the present day, giving readers a practical yet critical insight into the social and historical role of advertising in consumer culture.
Mixing theory and practice Scott explores key changes in advertising theory and techniques focusing on specific social concerns, including mythology, sexuality, gender, ethnicity, class, wealth, work and leisure and types of goods and patterns of consumption.
This text helps students to:
- think critically about branding and advertising in their cultural and historical context
- identify different techniques of persuasion employed by advertisers
- understand how advertising tries to influence consumer perception and behaviour
- reflect on the wider social consequences of advertising
Its interdisciplinary approach and depth of critical analysis means that this text provides advertising, business and management and media studies students with an outstanding understanding of this fascinating subject.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
1. Introduction: Why Study Advertising as Social History? 2. Advertising from Antiquity to the Nineteenth Century 3. From 1900 to the Second World War 4. Post-War Advertising and the New Techniques of Persuasion 5. New Medicine in Old Bottles: Drug Advertising Past and Present 6. Deciphering Advertisements: Tools for Interpretation 7. Plumbing Personal Hygiene: A New Look for Leakage? 8. The Naked Truth: Gender in Advertising 9. White Goods: Ethnicity and Advertising 10. General Motors: The Open Road from Che Guevara to the SUV 11. Men in Shorts: The Ascent of Calvin Kleinman 12. Humour in Advertising. Conclusions
