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Advertising and Promotional Culture
P David MarshallJoanne Morreale
其他書名
Case Histories
出版Bloomsbury Publishing, 2017-12-21
主題Social Science / Popular CultureSocial Science / GeneralSocial Science / Media Studies
ISBN13503064019781350306400
URLhttp://books.google.com.hk/books?id=tfdGEAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.