Social Communication In Advertising: Consumption in the Mediated Marketplace - Softcover

"A well thought out and academically robust analysis of advertising as social communication, the most comprehensive synthesis of the smarter writings on advertising to be found, and a great resource book." -- Thomas C. O'Guinn, University of Illinois

"The third edition of this classic text offers a magisterial review of the evolving relationship between advertising and society, and a wealth of insights into the relationship between contemporary advertisements, their creators, and consumers." -- Stephanie O'Donohoe, University of Edinburgh, Scotland

"Both a magisterial survey and a pioneering study in its own right, the third edition of Social Communication in Advertising brings the story of advertising and its communicative strategies right up to the present. With a range and depth rare in the field, it is essential reading for those interested in critically understanding this most powerful of contemporary cultural institutions." -- Andrew Wernick, Trent University

"Social Communication in Advertising is a stimulating, wide-ranging analysis of a key crossroads where culture and commerce meet." -- Joseph Turow, University of Pennsylvania

"A solid text to offer in an introductory graduate course or an advanced undergraduate seminar on the social influence of advertising."--Ivy Glennon, University of Illinois at Urbana-Champaign

Now available ina s significantly updated third edition to address new issues such as the Internet and globalization, "Social Communication in Advertising" remains the most comprehensive historical study of advetising and its function within contemporary society. It traces advertising's influence within three key social domains: * the new commodities industry * popular culture * the mass media that manages the consellation of images that unifies all three. With ninety pages of new material cover developments in advertising, this new edition of a popular textbook continues its status as an excellent study text book for media and communcation studies.