Social Communication in Advertising:

Now available in a significantly updated third edition to address new issues such as the Internet and globalization,Social Communication in Advertisingremains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three.

Jacqueline Botterill is Lecturer at the University of East London.

Preface to the Third Edition
Introduction
From Traditional to Industrial Society
Advertising in the Transition from Industrial to Consumer Society
Advertising and the Development of Communications Media
Advertising and the Development of Agencies
The Structure of Advertisements
Goods as Communicators and Satisfiers
Consumer Cultures and Mediated Markets
Late Modern Consumer Society
Media in the Mediated Marketplace
Full Service Agencies: Globalization and unbundling
Structure and Agency: Tensions at play in advertising design
The Mobilization of the Yuppies and Generation X
Negotiated Messaging for Generation X
Mobilizing the Culturati
The Fifth Frame
Issues in Social Policy
Notes
Index
Table of Contents provided by Publisher. All Rights Reserved.

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Social Communication in Advertising: Consumption in the Mediated Marketplace

Summary

Author Biography

Table of Contents

Supplemental Materials