Advertising and Promotional Culture - Case Histories (Hardcover, 1st Ed. 2018)

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.

General

Imprint:	Red Globe Press
Country of origin:	United Kingdom
Release date:	February 2018
First published:	2018
Authors:	P. David Marshall • Joanne Morreale
Dimensions:	235 x 155mm (L x W)
Format:	Hardcover
Pages:	266
Edition:	1st Ed. 2018
ISBN-13:	978-1-137-02624-8
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > Popular culture
LSN:	1-137-02624-3
Barcode:	9781137026248

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