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.
- ISBN10 1137026243
- ISBN13 9781137026248
- Publish Date 22 February 2018 (first published 21 December 2017)
- Publish Status Active
- Out of Print 10 November 2021
- Publish Country GB
- Publisher Bloomsbury Publishing PLC
- Imprint Bloomsbury Academic
- Edition 1st ed. 2018
- Format Hardcover
- Pages 266
- Language English