Buy this Book: Studies in Advertising and Consumption

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Mica Nava
Psychology Press, 1997 - Art - 355 pages
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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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Contents

BRITAIN
15
CULTURAL ANALYSIS
34
CONSUMER CULTURE AND THE POLITICS OF NEED
51
TESTING
64
transitions
85
ETHNOGRAPHY OF US LATINO CULTURE
120
campaigns and products
137
SAFE SEX
157
MOUNTAINS MEMORIES
207
MUSIC ADVERTISING
224
ADVERTISING AND THE MODULATION
239
Readers as producers of meaning
255
BRITISH CORPORATE
276
LESBIAN LOOKS
291
POWER DRESSING AND THE CONSTRUCTION
311
CONSUMPTION AND IDENTITY BEFORE GOING
324

THE CASE OF ELLE
178
TELEVISION
191

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References to this book

Visual Consumption
Jonathan Schroeder
No preview available - 2002
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About the author (1997)

Mica Nava is Professor of Cultural Studies at the University of East London.

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