Acknowledgments -- Introduction: an insider's critical approach to advertising -- Promoting heaven on earth : a brief history of advertising in the United States -- So much energy for so little attention : creating images for brands -- Always keep 'em happy : how advertising shapes the content of the media -- The message beneath the message : advertising and ideology -- Buying into identity (Part 1) : representations of gender and sexual orientation in advertising -- Buying into identity (Part 2) : representations of race and ethnicity in advertising -- Building brand loyalty from the womb : advertising to children -- Sponsoring exploitation and environmental destruction : advertising and externalities -- Conclusion: evaluating advertising on your own terms -- Index. 1. Introduction : an insider's critical approach to advertising -- Selling Meaning and a Way of Life -- 2. Promoting heaven on earth : a brief history of advertising in the United States -- The Spiritual Marketplace as a Reflection of the Capitalist Economy -- The Birth and Dramatic Spread of Modern Advertising -- Marketing Miracles: Patent Medicine Manufacturers Lead the Way -- Selling Progress as a Religious Act -- Shifting the Lens from Factory Smokestacks to Consumer Desires -- The Business of America Is Business -- Modern Advertising as a "Spiritual" Force -- 3. So much energy for so little attention : creating images for brands -- The Advertising Agency and the Client -- The Nature of National Advertising -- The Internal Structure of an Advertising Agency -- Market Segmentation -- Account Planning and Research -- Creating a Strategic Advertising Plan -- The Creative Process -- Media Planning and Buying -- 4. Always keep 'em happy : how advertising shapes the content of the media -- The Purpose of Commercial Media -- Creating an "Advertising-Friendly" Environment -- Getting What We Want: Quality Television and the Subscription Model -- The Internet's Dominance Has Not Diminished the Influence of Advertising -- The Possible Impact of Advertising-Supported News on Democracy -- 5. The message beneath the message : advertising and ideology -- Culture and Ideology -- Dominant Ideology and the Rise of Social Media -- Applying Ideological Theory to the Interpretation of Advertising -- Advertising as Capitalist Realism -- Common Ideological Themes in Advertising -- 6. Buying into identity (Part 1) : representations of gender and sexual orientation in advertising -- Evaluating Representations in the Media: Inclusion, Roles, and Control -- Representations of Women in Advertising -- Representations of Men in Advertising -- Representations of Transgender People in Advertising -- Gender Roles in Advertising: How Much Has Changed? -- Representations of Sexual Orientation in Advertising -- 7. Buying into identity (Part 2) : representations of race and ethnicity in advertising -- Representations of Race and Ethnicity in Advertising -- 8. Building brand loyalty from the womb : advertising to children -- Tiny People, Big Profits -- Learning to Embrace Brands -- Selling Fun and Delicious (but Unhealthy) Products -- Hanging Out with the Kids: Advertising Research and Ethnography -- The Consequences of Persuading Kids to Be Consumers -- 9. Sponsoring exploitation and environmental destruction : advertising and externalities -- Corporations Are People Too -- The Corporation's Psychopathic Personality -- Finding New Spaces to Colonize -- Consuming Our Way to Extinction? -- 10. Conclusion : evaluating advertising on your own terms -- Putting Advertising into Perspective -- Consumerism and Sustainability.
Summary:
"Composed with a touch of the panache of a former advertising copywriter, Kelso challenges readers to reflect on the social impact of advertising from multiple angles. The book uniquely combines personal anecdotes with a penetrating look at some of the most critical perspectives toward the field advanced by media scholars. A play on David Ogilvýs legendary Confessions of an Advertising Man, the text disrupts the creative gurús account with a highly accessible critique of advertising suitable for classes in disciplines as various as cultural studies, marketing, media studies, political science, and sociology The book reflects the latest industry trends, especially the migration from legacy to social media vehicles like Instagram and Snapchat. Topics covered include a brief history of modern advertising in the United States, advertisinǵs influence on the so-called non-advertising content of the media, the ideological themes advertising inadvertently delivers, how advertising can privilege or marginalize various social constructions of identity, the controversial practice of targeting children, and how corporations often use advertising to superficially present a positive face while masking their profoundly darker sides."-- Provided by publisher.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.