Advertising: Critical Reading

Advertising is big business in its own right: global spending in 2010 is estimated at $450 billion. Advertising plays a crucial role not only in persuading customers to purchase or consume more of a particular brand or service but also influences taste and choice. This influence extends far beyond commercial goods and services to all areas of life including political parties, religious bodies, and non-profit organizations.

In the past 15 years, the internet and the mobile phone have opened up vast new opportunities for advertising-lead marketing based not only on spam but more importantly on data analysis of individual site viewing and purchasing decisions. Amazon is a prime example of driving business in this way.Advertising: Critical Readings brings together the key writings -- drawing on both journals and books -- to present an authoritative and comprehensive survey of the field. This major reference work will be invaluable to scholars and professionals in Advertising, Business, Media and Communications The whole work is presented with an introduction and the writings are divided into 4 volumes, organised thematically:

Volume 1: Advertising Histories

North and South Americas, Europe, Other Markets

Volume 2: Advertising Industries

Economic Approaches, Overviews, Clients, Agencies, Media, Internet.

Volume 3: Advertising Images

Communication, Rhetoric of Images, Deconstructing Ads, Design.

Volume 4: Culture: Cultural Critiques, Advertising and Consumerism, Magic, Art, Lifestyles, Ethnicity and Minorities, Gender.