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Advertising and Promotional Culture : Case Histories - (Paperback)

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About this item

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.
Number of Pages: 265
Genre: Social Science
Format: Paperback
Publisher: Springer Verlag
Author: P. David Marshall & Joanne Morreale
Language: English
Street Date: January 31, 2018
TCIN: 53268389
UPC: 9781137026231
Item Number (DPCI): 248-59-7259
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