The Advertising Handbook

`This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.' ANNE CRONIN, Sociology Department, Lancaster University, UK `With advertising undergoing radical change, a revised and updated edition of The Advertising Handbook is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.' ROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia `A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.'' MATTHEW P. MACALLISTER, Professor, Department of Film, Video & Media Studies, College of Communications, the Pennsylvania State University, USA `At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.' GIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK