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Advertising and Promotional Culture - Case Histories (Paperback, 1st Ed. 2018)
Loot Price: R1,389
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Advertising and Promotional Culture - Case Histories (Paperback, 1st Ed. 2018)
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This key textbook traces the development of advertising from the
mid-nineteenth century to the present, providing connections with
the past that illuminate present developments and point to future
possibilities. Chapters take a variety of theoretical approaches to
address four main themes: how advertising imagines the future
through the promise of transformation; how tribalism creates a
sense of collective identity organised around a product; how
advertising builds engagement through participation/presumption;
how the blurring of advertising, news, art, education and
entertainment characterises the attention economy. P. David
Marshall and Joanne Morreale expertly trace these themes back to
the origins of consumer culture and demonstrate that, while they
have adapted to accord with new technologies, they remain the
central foci of advertising today. Ideal for researchers of Media
Studies, Communication, Cultural Studies or Advertising at all
levels, this is the essential guide to understanding the
contemporary milieu and future directions for the advertising
industry.
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