Reading Ads Socially

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Routledge, Jul 25, 2005 - Social Science - 260 pages
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This systematic and authoritative book provides an unrivalled guide to understanding ad culture. It shows how the logic of commodities permeates the ways we think about ourselves, our relationships and our desires. Richly illustrated and written with great clarity, it will be essential reading for anyone interested in ad culture.
 

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Contents

INTRODUCTION
1
Commodity form and advertising form
15
2 ADVERTISING AND THE PRODUCTION OF COMMODITYSIGNS
37
Reification and advertising form
61
The story of the family and how it saved capitalism from itself
85
Gender relations and the dialectics of appearance in ads
107
6 COMMODITY FEMINISM
130
7 THIS IS NOT AN AD
155
Commodity bricolage
173
9 THE POSTMODERNISM THAT FAILED
202
REFERENCES
233
NAME INDEX
240
SUBJECT INDEX
242
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