This study serves three major aims: the first is to provide a
thorough and critical review of the now extensive literature on
advertising in sociology and cultural studies; the second is to
present the major results of research conducted by the authors at
the Centre for Advertising Studies at the University of East
London, in which changes in advertisment content over the last 50
years have been analyzed; the third aim is to develop a method for
the psychosocial study of all forms of public communication, and of
other aspects of everyday life, which brings together an
understanding of contemporary cultural change with a sensitivity to
the profound forces at work within the individual. The authors
suggest that advertisements, while important in our daily emotional
self-management, are far more closely linked to the pragmatics of
everyday life than their symbolic richness might suggest. Trends in
advertisement content point to an important shift in our
relationship to goods that reflects an increasing preoccupation
with risk management.
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