The Routledge Companion to Advertising and Promotional Culture

The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. _x000D_ _x000D_ The book contains eight sections:_x000D_ _x000D_ _x000D_ _x000D_ Historical Perspectives considers the historical roots and their relationship to recent changes in contemporary advertising and promotional practice. _x000D_ _x000D_ _x000D_ Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment._x000D_ _x000D_ _x000D_ Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. _x000D_ _x000D_ _x000D_ Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces._x000D_ _x000D_ _x000D_ Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts._x000D_ _x000D_ _x000D_ Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education._x000D_ _x000D_ _x000D_ Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships._x000D_ _x000D_ _x000D_ The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste._x000D_ _x000D_ _x000D_ With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this b