Buy this Book: Studies in Advertising and Consumption
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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CONSUMER CULTURE AND THE POLITICS OF NEED
ETHNOGRAPHY OF US LATINO CULTURE
campaigns and products
ADVERTISING AND THE MODULATION
Readers as producers of meaning
POWER DRESSING AND THE CONSTRUCTION
CONSUMPTION AND IDENTITY BEFORE GOING
THE CASE OF ELLE
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advert Advertising Age advertising industry agencies American analysis Andrew Blake argues associated audience Beatles Benetton Bourdieu Britain British Burton's campaign cent claims clothes codes commercial commodity communication condom consumer culture consumption contemporary context corporate responsibility advertising cultural studies discourse distinction Durex East School economic Elle Decoration emphasis enterprising ethnic ethnography example fashion FE College female film Fordist gaze gender genre groups Hispanic identity individual informants Intrawest knowledge Kohut language Latino lesbian London magazines male market research masculinity meaning modern narrative Nava needs negative North School organisation Peugeot 306 pleasure popular postmodern power dressing Press promotion readers readership reading relation relationship representation Routledge Russ Abbot Saatchi and Saatchi safe sex Semiotic sense sexual social society specific strategy style symbolic techniques television texts theory tion tising University values viewers visual woman women