Advertising and Promotional Culture: Case Histories
Marshall, P. David / Morreale, Joanne
This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation, how tribalism creates a sense of collective identity organised around a product, ...