Buy This Book
Subtitle: Studies in Advertising and Consumption (Communication & Media)
Publisher: Routledge
Published: January 3, 1997
Language: eng
Number of pages: 384
ISBN-13: 9780415141321
First sentence: Consumption has loomed large in the historiography of most postwar Western societies.
Description: Buy This Book brings together an outstanding international collection of writings on advertising and consumption. The work is based on new historical, textual and ethnographic research and adds substantially to the theoretical and case study literature in the field.

Contributors from Britain, continental Europe and North America consider the history, industry practices, textual strategies and public consumption of advertising, and changes in consumer imagery and identity. Eschewing a uniformity of approach and perspective, Buy This Book confirms the interdisciplinarity of this expanding area of study. It also shows how a focus on consumption interrogates assumptions within disciplines.

The book includes analyses of British and American consumption since 1945; the consumer as the imaginary subject of advertisers; the challenge of the Benetton campaigns; music, image and nostalgia in advertising; the marketing of Latino culture; safe sex and pleasure in condom advertising; the family and consumption in postwar Europe; power dressing; politics and negative advertising in North America; adultery and the promotion of cars.