简介
Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader.
Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography.
Written in an accessible and interesting style, Advertising is the ideal introductory book for students of media, communication and journalism.
目录
Table Of Contents:
List of illustrations ix
Series editor's preface xiii
Acknowledgements xv
Introduction 1(22)
Advertising and common sense 23(20)
Dilemmas 23(4)
Public opinion 27(8)
Popular culture 35(5)
The coherence of advertising 40(3)
Advertising agencies: mediation and the creative process 43(26)
Selling things, selling ideas 44(5)
Brand ideas 49(2)
The advertising agency 51(1)
Advertising: provoking engagement 52(4)
The advertising agency and the client 56(4)
Transformation: from product to advertisement 60(9)
Marketing, media and communication 69(40)
`Above the line' and ``below the line' 76(4)
Consumers direct 80(2)
`Through the line' 82(4)
Advertising, sponsorship and PR 86(3)
`Above the line': media and advertising 89(18)
Critical responses to advertising and other marketing strategies 107(2)
Analysing and historicising advertising 109(44)
This is and is not a `commodity': definitions 111(1)
Abstract things 112(3)
Advertising as de-commodification 115(3)
Commodity-signs 118(1)
Revisiting academic perspectives 119(3)
Culture and creativity 122(2)
Media and advertising: critical perspectives 124(3)
Advertising: genres and history 127(26)
Advertising and culture 153(32)
Advertising, language and culture 160(3)
Representing a cultural world: advertising well-being 163(3)
Representing people and culture 166(6)
Advertising and representation: examples, exemplars and ideals 172(9)
Advertising and a culture of signs 181(4)
Signs and textualities 185(32)
Engaging environments of signs 186(1)
Advertising and semiotics 187(4)
Modelling advertising signs 191(4)
Advertising semiosis 195(4)
Levels of the sign: denotation and connotation 199(1)
Advertising syntaxes and paradigms and framing: organising signs 200(9)
Framing: advertising layout 209(2)
Textual analysis 211(6)
New forms and intimacies 217(7)
Rhetorical advertising 217(1)
Changing advertising 218(1)
Disarming advertisements 219(1)
Heroic to comic 220(3)
`Real' stories: pseudo `Divine' to `All Too Human' 223(1)
Ad-makers and renewal 224(1)
Speeding up 224(2)
`Genrequake' 226(3)
Genre boundaries: life, death and bodies 229(2)
Humour 231(3)
Gesture and movement 234(1)
Asocial movements 235(2)
Audiences and psychology 237(40)
Entertainment and popular culture 242(1)
Reading intertextuality: dispersal and integration 243(3)
Changing audiences/changing cultures 246(1)
Creative deconstruction: ad readers and postmodernism 247(6)
Inside outside: dynamic and static audiences 253(1)
Advertising and psychoanalysis 254(3)
Advertising: articulating and resolving conflict 257(14)
Conclusion: making your mind up 271(6)
Notes 277(12)
Bibliography 289(26)
Index 315
List of illustrations ix
Series editor's preface xiii
Acknowledgements xv
Introduction 1(22)
Advertising and common sense 23(20)
Dilemmas 23(4)
Public opinion 27(8)
Popular culture 35(5)
The coherence of advertising 40(3)
Advertising agencies: mediation and the creative process 43(26)
Selling things, selling ideas 44(5)
Brand ideas 49(2)
The advertising agency 51(1)
Advertising: provoking engagement 52(4)
The advertising agency and the client 56(4)
Transformation: from product to advertisement 60(9)
Marketing, media and communication 69(40)
`Above the line' and ``below the line' 76(4)
Consumers direct 80(2)
`Through the line' 82(4)
Advertising, sponsorship and PR 86(3)
`Above the line': media and advertising 89(18)
Critical responses to advertising and other marketing strategies 107(2)
Analysing and historicising advertising 109(44)
This is and is not a `commodity': definitions 111(1)
Abstract things 112(3)
Advertising as de-commodification 115(3)
Commodity-signs 118(1)
Revisiting academic perspectives 119(3)
Culture and creativity 122(2)
Media and advertising: critical perspectives 124(3)
Advertising: genres and history 127(26)
Advertising and culture 153(32)
Advertising, language and culture 160(3)
Representing a cultural world: advertising well-being 163(3)
Representing people and culture 166(6)
Advertising and representation: examples, exemplars and ideals 172(9)
Advertising and a culture of signs 181(4)
Signs and textualities 185(32)
Engaging environments of signs 186(1)
Advertising and semiotics 187(4)
Modelling advertising signs 191(4)
Advertising semiosis 195(4)
Levels of the sign: denotation and connotation 199(1)
Advertising syntaxes and paradigms and framing: organising signs 200(9)
Framing: advertising layout 209(2)
Textual analysis 211(6)
New forms and intimacies 217(7)
Rhetorical advertising 217(1)
Changing advertising 218(1)
Disarming advertisements 219(1)
Heroic to comic 220(3)
`Real' stories: pseudo `Divine' to `All Too Human' 223(1)
Ad-makers and renewal 224(1)
Speeding up 224(2)
`Genrequake' 226(3)
Genre boundaries: life, death and bodies 229(2)
Humour 231(3)
Gesture and movement 234(1)
Asocial movements 235(2)
Audiences and psychology 237(40)
Entertainment and popular culture 242(1)
Reading intertextuality: dispersal and integration 243(3)
Changing audiences/changing cultures 246(1)
Creative deconstruction: ad readers and postmodernism 247(6)
Inside outside: dynamic and static audiences 253(1)
Advertising and psychoanalysis 254(3)
Advertising: articulating and resolving conflict 257(14)
Conclusion: making your mind up 271(6)
Notes 277(12)
Bibliography 289(26)
Index 315
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