Furthering the dialogue about the growing power of commercialization and consumerism from a variety of perspectives and methodologies, this special issue contains a meticulously-researched account of the early battles waged over advertising regulation. It also includes articles examining the phenomenon of home shopping channels to determine how issues of social class are incorporated into their sales discourse, and showing how, since the 1970s, the discourse of ads in Hong Kong have changed from a celebration of more traditional Chinese values to a celebration of more Western, consumer values. This issue also provides a focus on a subject often missing from studies of advertising and consumer culture--the advertising creatives themselves.

- Only comprehensive Companion on the social and cultural implications of advertising and marketing. - Contributors are made up of first-rate international scholars. - Interdisciplinary approach brings together the work and research methods of a number of fields engaging the topic of advertising.

Divided into eight elaborate and well-defined chapters that leave out almost nothing that's relevant, Mathew P. McAllister-who is associated with the Virginia Polytechnic Institute-takes a graphic look at the advertising and consumer scene in America. . . . A bible, quran, bhagwatgita rolled into one for all concerned about a habitable universe." --Suresh Kohli in The Hindustan Times "This critical analysis should toss around American thinking on the subject of advertising as much as Vance Packard's The Hidden Persuaders (1957) did. Matthew P. McAllister has written a classic, showing advertising's invasion of everything--classrooms, doctors' offices, sports arenas, concert halls, museums. . . . Systematically researched, organized, and documented, this book should be required reading for advertising and media students and for the general public."

In "Film and Comic Books" contributors analyze the problems of adapting one medium to another; the translation of comics aesthetics into film; audience expectations, reception, and reaction to comic book-based films; and the adaptation of films into comics.

A wide range of comic/film adaptations are explored, including superheroes (Spider-Man), comic strips ("Dick Tracy"), realist and autobiographical comics ("American Splendor," "Ghost World"), and photo-montage comics (Mexico's "El Santo").

Essayists discuss films beginning with the 1978 "Superman." That success led filmmakers to adapt a multitude of comic books for the screen including Marvel's "Uncanny X-Men," the "Amazing Spider-Man," "Blade," and the "Incredible Hulk" as well as alternative graphic novels such as "From Hell," "V for Vendetta," and "Road to Perdition."

Essayists also discuss recent works from Mexico, France, Germany, and Malaysia.

Essays from Timothy P. Barnard, Michael Cohen, Rayna Denison, Martin Flanagan, Sophie Geoffroy-Menoux, Mel Gibson, Kerry Gough, Jonathan Gray, Craig Hight, Derek Johnson, Pascal Lef?vre, Paul M. Malone, Neil Rae, Aldo J. Regalado, Jan van der Putten, and David Wilt

Ian Gordon is associate professor of history and convenor of American studies at the National University of Singapore. Mark Jancovich is professor of film and television studies at the University of East Anglia. Matthew P. McAllister is associate professor of film, video, and media studies at Pennsylvania State University.

In "Film and Comic Books" contributors analyze the problems of adapting one medium to another; the translation of comics aesthetics into film; audience expectations, reception, and reaction to comic book-based films; and the adaptation of films into comics.

A wide range of comic/film adaptations are explored, including superheroes (Spider-Man), comic strips ("Dick Tracy"), realist and autobiographical comics ("American Splendor," "Ghost World"), and photo-montage comics (Mexico's "El Santo").

Essayists discuss films beginning with the 1978 "Superman." That success led filmmakers to adapt a multitude of comic books for the screen including Marvel's "Uncanny X-Men," the "Amazing Spider-Man," "Blade," and the "Incredible Hulk" as well as alternative graphic novels such as "From Hell," "V for Vendetta," and "Road to Perdition."

Essayists also discuss recent works from Mexico, France, Germany, and Malaysia.

Essays from Timothy P. Barnard, Michael Cohen, Rayna Denison, Martin Flanagan, Sophie Geoffroy-Menoux, Mel Gibson, Kerry Gough, Jonathan Gray, Craig Hight, Derek Johnson, Pascal Lef?vre, Paul M. Malone, Neil Rae, Aldo J. Regalado, Jan van der Putten, and David Wilt

Ian Gordon is associate professor of history and convenor of American studies at the National University of Singapore. Mark Jancovich is professor of film and television studies at the University of East Anglia. Matthew P. McAllister is associate professor of film, video, and media studies at Pennsylvania State University.