Advertising and Promotional Culture: Case Histories

Name: Advertising and Promotional Culture: Case Histories
Brand: Palgrave
SKU: 9781137026231
Price: 4477.0 INR
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by P. David Marshall

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ISBN13: 9781137026231
Binding: Paperback
Subject: N/A
Publisher: Palgrave
Publisher Imprint: Palgrave
Publication Date: January 31, 2018
Pages: 255
Original Price: GBP 34.99
Language: English
Edition: 2018
Item Weight: 386 grams
BISAC Subject(s): Sociology / General, Popular Culture, and Media Studies

About The Book

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.

About The Author

Marshall, P. David: - "P. David Marshall is Emeritus Professor at Deakin University, Australia, and Honorary Professor at the University of Nottingham - Ningbo China. His authored works include Persona Studies: An Introduction (2020) and Advertising and Promotional Cultures: Case Histories (2018). His edited works include A Companion to Celebrity (2016) and The Celebrity Culture Reader (2006). He is the co-founder of the journals, M/C- a journal of media and culture and Persona Studies."

Morreale, Joanne: -

Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

JOANNE MORREALE is Associate Professor of Communication at Northeastern University. Her particular research interest is in campaign communication.

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