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Advertising [Hardback]

3.67/5 (3 ratings by Goodreads)
(University of East London, UK)
  • Formāts: Hardback, 336 pages, height x width: 216x138 mm, weight: 780 g, 24 Tables, black and white; 7 Line drawings, black and white; 37 Halftones, black and white
  • Sērija : Routledge Introductions to Media and Communications
  • Izdošanas datums: 19-Dec-2008
  • Izdevniecība: Routledge
  • ISBN-10: 0415251257
  • ISBN-13: 9780415251259
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  • Hardback
  • Cena: 191,26 €
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AdvertisingPalielināt
  • Formāts: Hardback, 336 pages, height x width: 216x138 mm, weight: 780 g, 24 Tables, black and white; 7 Line drawings, black and white; 37 Halftones, black and white
  • Sērija : Routledge Introductions to Media and Communications
  • Izdošanas datums: 19-Dec-2008
  • Izdevniecība: Routledge
  • ISBN-10: 0415251257
  • ISBN-13: 9780415251259
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780415251259.html
Keywords:

Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader.

Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography.

Written in an accessible and interesting style, Advertising is the ideal introductory book for students of media, communication and journalism.

List of illustrations ix
Series editor's preface xiii
Acknowledgements xv
Introduction 1
1 Advertising and common sense 23
Dilemmas
23
Public opinion
27
Popular culture
35
The coherence of advertising
40
2 Advertising agencies: mediation and the creative process 43
Selling things, selling ideas
44
Brand ideas
49
The advertising agency
51
Advertising: provoking engagement
52
The advertising agency and the client
56
Transformation: from product to advertisement
60
3 Marketing, media and communication 69
Above the line' and 'below the line'
76
Consumers direct
80
'Through the line'
82
Advertising, sponsorship and PR
86
Above the line': media and advertising
89
Critical responses to advertising and other marketing strategies
107
4 Analysing and historicising advertising 109
This is and is not a 'commodity': definitions
111
Abstract things
112
Advertising as de-commodification
115
Commodity-signs
118
Revisiting academic perspectives
119
Culture and creativity
122
Media and advertising: critical perspectives
124
Advertising: genres and history
127
5 Advertising and culture 153
Advertising, language and culture
160
Representing a cultural world: advertising well-being
163
Representing people and culture
166
Advertising and representation: examples, exemplars and ideals
172
Advertising and a culture of signs
181
6 Signs and textualities 185
Engaging environments of signs
186
Advertising and semiotics
187
Modelling advertising signs
191
Advertising semiosis
195
Levels of the sign: denotation and connotation
199
Advertising syntaxes and paradigms and framing: organising signs
200
Framing: advertising layout
209
Textual analysis
211
7 New forms and intimacies 217
Rhetorical advertising
217
Changing advertising
218
Disarming advertisements
219
Heroic to comic
220
Real stories: pseudo 'Divine' to All Too Human'
223
Ad-makers and renewal
224
Speeding up
224
'Genrequake'
226
Genre boundaries: life, death and bodies
229
Humour
231
Gesture and movement
234
Asocial movements
235
8 Audiences and psychology 237
Entertainment and popular culture
242
Reading intertextuality: dispersal and integration
243
Changing audiences/ changing cultures
246
Creative deconstruction: ad readers and postmodernism
247
Inside outside: dynamic and static audiences
253
Advertising and psychoanalysis
254
Advertising: articulating and resolving conflict
257
Conclusion: making your mind up
271
Notes 277
Bibliography 289
Index 315
Iain MacRury is Principal Lecturer in the School of Social Sciences, Media and Cultural Studies at the University of East London. His previous publications include The Dynamics of Advertising (co-authored with Barry Richards and Jackie Botterill, 2000) and Buy This Book: Studies in Advertising and Consumption (co-edited with Mica Nava, Andrew Blake and Barry Richards, 1996).