The Routledge Companion to Advertising and Promotional Culture, 1st Edition

  • Published By:
  • ISBN-10: 1135095574
  • ISBN-13: 9781135095574
  • DDC: 659.1
  • Grade Level Range: College Freshman - College Senior
  • 464 Pages | eBook
  • Original Copyright 2013 | Published/Released January 2016
  • This publication's content originally published in print form: 2013

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The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Notes on Contributors.
Historical Perspectives.
1: Origins of Modern Consumption: Advertising, New Goods, and a New Generation, 1890–1930.
2: “Sentimental ‘Greenbacks’ of Civilization”: Cartes De Visite and the Pre-History of Self-Branding.
3: The Fight Against Critics and the Discovery of “Spin”: American Advertising in the 1930s and 1940s.
4: Cultivating the Romance of Place: Marketing as Popular Geography.
Political Economy.
5: Regulating Integrated Advertising.
6: Cross-Media Promotion and Media Synergy: Practices, Problems, and Policy Responses.
7: Media Buying: The New Power of Advertising.
8: The Advertising Industry in Latin America: A Regional Portrait.
9: Globalization, Penetration, and Transformation: A Critical Analysis of Transnational Advertising Agencies in Asia.
10: The Ties That Bind: Us Hispanic Advertising and the Tension Between Global and Local Forces.
11: The Transnational Promotional Class and the Circulation of Value(s).
Audiences as Labor, Consumers, Interpreters, Fans.
12: Com Modifying Free Labor Online: Social Media, Audiences, and Advertising.
13: The Impact of Social Media on Imaginary Social Relationships with Media Figures/Celebrities Who Appear in Advertising.
14: Health Literacy in DTCA 2.0: Digital and Social Media Frontiers.
15: The New “Real Women” of Advertising: Subjects, Experts, and Producers in the Interactive Era.
16: “Brut Slaps … and Twins”: Hyper-Commercialized Sports Media and the Intensification of Gender Ideology.
17: The Ghosts of Mad Men: Race and Gender Inequality Inside American Advertising Agencies.
18: Governing Taste: Packaged Foods, Inscription Devices, Nutrition, and the Child.
Social Institutions.
19: The New Refeudalization of the Public Sphere.
20: Rate Your Knowledge: The Branded University.
21: Now Hear This: The State of Promotion and Popular Music.
22: Property Porn: An Analysis of Online Real Estate Advertising.
Everyday Life.
23: “Brand You!”: The Business of Personal Branding and Community in Anxious Times.
24: Back to the Future: Gifts, Friendship, and The Re-Figuration of Advertising Space.
25: Cause Marketing and the Rise of Values-Based Brands: Exploiting Compassion in Pursuit of Profits.
26: From Advergames to Branded Worlds: The Commercialization of Digital Gaming.
The Environment.
27: The “Crying Indian,” Corporations, and Environmentalism: A Half-Century of Struggle over Environmental Messaging.
28: Behind the Green Curtain: Constructing the Green Consumer with Contemporary Environmental Advertising.
29: The Paradox of Materiality: Fashion, Marketing, and the Planetary Ecology.