A colourful history of advertising. The process of producing goods
and services is relatively easy to recognize as socially
beneficial. But television ads? Telemarketers? Jingles? Junk mail?
It is popular to view these commercial activities as inherently
wasteful or manipulative, marginally informative or entertaining,
at best. The most vociferous critics marshal economic and
sociological data to argue that advertising dilutes culture and
moral values, encourages conspicuous consumption, defrauds the
public, and promotes dangerous products and behaviours. In Selling
the Dream, John Hood takes the provocative stand that advertising
images and sales pitches are actually part of the goods and
services themselves, delivering an essential component of the
consumer's experience. As such, they are inextricably linked to the
basic tenets of the free-market system, and, in the boldest of
terms, Hood argues that commercial communication is morally
consistent with the principles of a democratic society, including
freedom of choice, competition, and innovation. Tracing the history
of advertising from Ancient Roman times to the present, through the
first American newspaper ad in 1704, P.T. the modern consumer
society, Hood offers a colourful account of advertising in its
cultural context. Moreover, he addresses such controversial issues
as the promotion of harmful and immoral products (such as tobacco
and alcohol), marketing to children, the role of advertising in
service industries such as health care and education, and the
impact of the Internet and other new media on the conduct of
commerce. In the process, he offers a compelling perspective on
advertising and its essential role in business, communication, and
popular culture. Advertising is a ubiquitous part of our consumer
culture. It draws from business, economics, politics, and history
to present a colourful picture of advertising in context and argues
that advertising is an essential ingredient of competition,
innovation, and free-market economic growth. Deals with
controversial issues, such as advertising immoral products and
advertising to children.
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