Advertising and consumer society a critical introduction
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London, England ; New York, New York :
Routledge
[2023]
|
| Edición: | Second edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009869088606719 |
Tabla de Contenidos:
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Acknowledgements
- Preface to the Second Edition
- Part I: The foundations of studying advertising
- Chapter 1: Introduction: Why study advertising?
- Why study advertising?
- Reason one: advertising is everywhere
- Reason two: advertising is weird
- Reason three: advertising is where the money is
- Reason four: advertising is beautiful, inspiring, and entertaining
- Reason five: advertising is political
- What this book is about
- The foundations of studying advertising
- Advertising and capitalism
- Art, agency, and other complications
- What this book is not about
- References
- Chapter 2: The history of advertising: Contexts, transformations, and continuity
- Four moments in advertising history
- The first moment: origins, industrialisation, and development
- The first advertising?
- Industrialisation and mass society
- The beginning of consumer society
- The second moment: professionalisation, consolidation, and redemption
- The problem with patent medicine
- The search for respectability
- The third moment: hidden persuaders and Creative Revolutionaries
- The fear of advertising
- "Think Small" and the Creative Revolution
- The fourth moment: digital advertising, algorithms, and social media
- The first online advertising
- Algorithmic advertising
- Social media advertising
- The changing nature of advertising
- References
- Chapter 3: Analysing advertisements: Form, semiotics, and ideology
- Advertising contexts, codes, and conventions
- The importance of medium
- Analysing static advertisements
- Analysing video advertisements
- Analysing advertising in video games
- Semiotic analysis of advertising
- Denotative signs
- Connotative meanings
- Anchorage and meaning
- Mythology and ideology.
- Mythological analysis
- Ideological analysis
- Conducting an ideological analysis
- Careful reading
- References
- Part II: Advertising and capitalism
- Chapter 4: Advertising, economics, and ideology
- What is capitalism?
- Three definitions of capitalism
- What is political economy?
- Marxism and capitalism
- What is ideology?
- Advertising and ideology
- Advertising as ideological state apparatus
- Capitalist ideology in practice
- Selling capitalist realism
- Capitalist realism in advertising
- Capitalist Realism in practice
- From economics to ideology to advertising
- References
- Chapter 5: Commodities and commodity fetishism
- What is a commodity?
- The commodity in capitalism
- Use value and exchange value
- Equivalence of commodities
- The secret lives of commodities
- Commodity fetishism and the relations of consumption
- The concept of fetishism
- The secret powers of commodities
- The magic system
- The reality of magic
- The power of Dove
- The life cycle of the commodity
- References
- Chapter 6: The audience commodity, media fragmentation, and data surveillance
- The audience as commodity
- "Advertising turns into terror"
- Watching advertising can be hard work
- Imagining the audience commodity
- Maximising profit
- The mass audience
- Eliminating waste
- Breaking down the audience
- Fragmenting society
- Personalisation, surveillance, and online labour
- From suitor to hunter
- Dataveillance and the new audience commodity
- New forms of digital audience labour
- References
- Chapter 7: Blurred lines: Branding, promotion, and influence(rs)
- From brands to commodity-signs
- From cattle to corporations
- Brands and commodity-signs
- Branding and the production of difference
- Social media self-branding and influencers
- Social media and online identity
- The rise of influencers.
- Promotional society and collapsing boundaries
- Native advertising, branded content and blurred lines
- Promotional culture and the society of the spectacle
- References
- Part III: Agency, art, and other complications
- Chapter 8: Advertising agencies: Organisation, agency, and internal conflict
- Advertising's agency and advertising agencies
- The functions of an advertising agency
- Media buying and planning
- Account management
- Creatives
- Agencies in a changing industry
- The people who make advertisements
- Advertising professionals in their own words
- Advertising professionals as a (worrying) demographic
- Ambiguity and antagonism in the agency
- Agency as form from chaos
- References
- Chapter 9: Advertising as art: From creativity to critique
- Advertising and "creativity"
- (Not) defining creativity
- The problems with creativity
- Advertising and art
- What is art?
- Advertising inside the institutions of art
- Advertising as art
- Advertising against the market
- Advertising aesthetics
- Advertising changing the world
- The future of advertising as art
- References
- Chapter 10: Active advertising audiences: Identity, engagement, and resistance
- The active advertising audience
- The Encoding/Decoding model
- The uses and gratifications model
- Identities and communities
- Advertising and identity formation
- Constructing consumer communities
- Active audiences online
- Free labour vs. "Brand Protection"
- Cambridge Analytica and the power of online ads
- Avoiding and resisting advertising
- The advertising arm's race
- Activist resistance
- References
- Chapter 11: The politics of advertising: Capitalism, art, agency, and dialectics
- Some may buy it, I'm not paying the price
- The politics of capitalism
- The politics of agency and art
- The dialectic of advertising
- "Wokevertising".
- What does Advertising do?
- References
- Index.
