ADVERTISING IN MODERN & POSTMODERN TIMES

19369_9780761941903About This Book 

How does advertising position itself in consumer culture? In what ways does it ‘create’ desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture.

Advertising in Modern and Postmodern Times offers:

– a sophisticated and comprehensive discussion of the main relevant theories;

– an extensive discussion of how real adverts work, together with reproductions of advertising images and copy;

– a demonstration on how advertising constructs subjects;

– a highly instructive historical overview of advertising;

– a demonstration of the relationship between advertising and industrial capitalism.

‘Extremely good well presented, each chapter deals with a specific and well defined theme. Effective use of illustrative examples is made throughout the text and their purpose is clearly explained by the author’ – Andy Bennett, Professor of Communication and Popular Culture, Brock University

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Table of Contents 

PART ONE: MARKING TIME IN THE MAKING OF MODERN ADVERTISING

Selling Space in Advertising History
Selling Time in Advertising History

PART TWO: DIALECTICS OF ADVERTISING IN MODERN TIMES

Advertising, Time and the Commodity-Form
Time and the Commodity-Sign

PART THREE: ADVERTISING IN POSTMODERN TIME(S)

‘Times they are a Changin’
Transformations of Work and Leisure in the Time/Space Economies of Modern and Postmodern Advertising
Mapping the Subject of Postmodern Advertising Technology
Sign of the Times
Postmodern Disruptions in Advertising Times
Conclusion
Globalization and the Future of Advertising

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Web Extra

Related Journal Articles:

Interpretability and Social Power, or, Why Postmodern Advertising Works 
Martin Morris (Media, Culture & Society, Sep 2005)
Living with Ambivalence: Attitudes to Advertising in Postmodern Times 
Stephanie ODonohoe (Marketing Theory, Mar 2001; vol. 1: pp. 91 – 108)

Theoretical and Philosophical Implications of Postmodern Debates: Some Challenges to Modern Marketing 
A. Fuat Firat and Nikhilesh Dholakia (Marketing Theory, Jun 2006; vol. 6: pp. 123 – 162)
Currencies of Commercial Exchange: Advertising Agencies and the Promotional Imperative 
Anne M. Cronin (Journal of Consumer Culture, Nov 2004; vol. 4: pp. 339 – 360)
Advertising in the Age of Hypersignification 
Robert Goldman and Stephen Papson (Theory, Culture & Society, Aug 1994; vol. 11: pp. 23 – 53)
Mobilizing the Consumer: Assembling the Subject of Consumption 
Peter Miller and Nikolas Rose (Theory, Culture & Society, Feb 1997; vol. 14: pp. 1 – 36)
The Self as Image: A Critical Appraisal of Postmodern Theories of Fashion 
Llewellyn Negrin (Theory, Culture & Society, Jun 1999; vol. 16: pp. 99 – 118)

 

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Other Books on the Topic 

Advertising: A Cultural Economy (Liz McFall)

Advertising Cultures: Gender, Commerce, Creativity (Sean Nixon)

Advertising and Popular Culture (Jib Fowles)

The SAGE handbook of advertising (Gerard J Tellis and Tim Ambler)

Global Marketing and Advertising: Understanding Cultural Paradoxes, Third Edition (Marieke de Mooij) Back to top

 

Other Books by the Author 

Gender and Work in Capitalist Economies (Berkshire: Open University Press, 2007)
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Author Bio 

Pamela Odih lectures at the Department of Sociology, Goldsmiths College, University of London. Her research interests include the significance of time/space to the regulation of subjects and construction of gendered subjectivity, with specific regards to consumption, advertising, organisational analysis and educational policy.

Full profile and list of publications 

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