TY  - BOOK
AU  - MacRury,Iain
TI  - Advertising
T2  - Routledge introductions to media and communications
SN  - 9780415251266
U1  - 659.1 
PY  - 2009///
CY  - London, New York
PB  - Routledge
KW  - Advertising
N1  - Includes bibliographical references and index; Ch. 1. Advertising and common sense -- 
Ch. 2. Advertising agencies: mediation and the creative process -- 
Ch. 3. Marketing, media and communication -- 
Ch. 4. Analysing and historicising advertising -- 
Ch. 5. Advertising and culture -- 
Ch. 6. Signs and textualities -- 
Ch. 7. New forms and intimacies -- 
Ch. 8. Audiences and psychology
N2  - Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader.

Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography.

Written in an accessible and interesting style, Advertising is the ideal introductory book for students of media, communication and journalism
ER  -