British Television Advertising: Cultural Identity and Communication

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University of Luton Press, 2000 - Business & Economics - 188 pages
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Commercial television in the UK began in 1955 and television advertisements have come to be an accepted part of the spectacle offered to the viewer and, more recently, to be considered, by some, as a bastion of "Britishness" in a world of increasing media globalization. More than the programmes themselves, advertisements are firmly rooted in the society for which they are intended and can be seen as a reflection of the attitudes and perceptions of that society. The relationship between adverts and programmes is changing and commercials themselves cannot stand still. Product adverts primarily serve a commercial purpose, but the promotion of new goods and services and the representation of others are equally evocative of changes in social trends and conventions, while government ads have moved on from a purely informative role, highlighting health and welfare questions, to become something more obviously prescriptive, in their attempts to set the limits of (good) citizenship and to establish norms of conduct. apposite analogy.

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Contents

CODES AND PROPRIETIES
7
THE FIRST TWENTYFIVE YEARS OF PRODUCT
31
HI THE COMMERCIAL SPIRIT OF THE 1980s
61
Copyright

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About the author (2000)

Renée Dickason is a senior lecturer in British media and history at the University of Rennes in France.

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