Advertising

Critical Approaches

Chris Wharton (Northumbria University, UK), Jonathan Hardy

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English

Routledge
03 December 2014

Media studies; Advertising industry

Advertising: Critical Approaches explores a broad range of critical theories and perspectives to shed new light on the organisation, workings and effects of the advertising industry today.

Chris Wharton presents the social, cultural and economic role of advertising across history, with chapters tracking the process of advertising from production to reception.

Split into three sections covering Foundations, Frameworks and Applications, the book’s chapters explore a range of areas central to an insight into the development of modern advertising, including:

advertising history

cultural, critical and political economy approaches to advertising

texts in advertising

the reception of advertising

advertising in the home and outdoor advertising

consumer culture.

Case studies explore the diversity in the uses of advertising throughout history, from Ostia and the Square of the Corporations in the ancient Roman world to the UK Border Agency’s ‘Go Home’ campaign and contemporary City branding throughout Europe.

Assessing the impact of the works of key critical thinkers including Marx, Morris, Lyotard, Barthes, Saussure, Williams and Hall have had on our understanding of consumption and advertising’s societal impact, Advertising: Critical Approaches illuminates and enhances our understanding and engagement with one of the most vital cultural and economic forces in contemporary society.

By: Chris Wharton (Northumbria University UK), Jonathan Hardy
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm, Spine: 15mm
Weight: 430g
ISBN: 9780415535236
ISBN 10: 0415535239
Pages: 228
Publication Date: 03 December 2014
Audience: College/higher education , Primary , A / AS level
Format: Paperback
Publisher's Status: Active

Introduction Part 1: Foundations 1. The nature of advertising history 2. Historical outline 3. Market society and its critics 4. Political economy approaches to advertising Jonathan Hardy 5. Cultural and critical approaches Part 2: Frameworks 6. Advertising framework and encoding 7. Texts 8. Reception Part 3: Applications 9. Advertising in the home 10. Outdoor advertising 11. Sound and vision 12. Consumer culture

Chris Wharton is Senior Lecturer in advertising and culture in the Faculty of Art, Design and Social Sciences at Northumbria University, UK.