| Description |
xiii, 246 pages : illustrations ; 24 cm |
| Contents |
Pt. I. Brands. 1. What do ads do? keywords: Advertisement, Culture. 2. Products, brands, and signs. keywords: Brand, Consumption, Discourse. 3. Banking, branding, and strategies of address. keywords: Strategy, Address. 4. Globalization in advertising. keywords: Agencies, Globalization -- Pt. II. Media. 5. The media mix. keywords: Medium, Integration. 6. Posters and space. keywords: Poster, Public. 7. Television commercials, channels, and times. keywords: Genre. 8. Advertising, interaction, and the World Wide Web. keywords: Interaction, World Wide Web -- Pt. III. Audiences. 9. Constructing the audience: advertising research. keyword: Effects. 10. Projecting the audience: drink driving. keywords: Audience, Reflexivity. 11. Protecting the audience: complaints and regulation. keyword: Regulation. 12. Advertising literacies: what do audiences know? keyword: Promotional Culture |
| Bibliography |
Includes bibliographical references and index |
| Notes |
English |
| Subject |
Advertising -- Social aspects.
|
|
Advertising.
|
| LC no. |
98020774 |
| ISBN |
0340700076 paperback |
|
0340700068 hardback |
|
