Advertising: A Cultural Economy
Publication Year: 2004
Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue. Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how it has been patterned, not by the `epoch', but by the interaction of institutional, organisational and technological forces.
- Front Matter
- Back Matter
- Subject Index
- Introduction: The Quaint Device of Advertising
- Chapter 1: Colonising of the Real
- Chapter 2: The Persuasive Subject of Advertising
- Chapter 3: The Hybridisation of Culture and Economy
- Chapter 4: The Uses of History
- Chapter 5: Pervasive Institutions and Constituent Practices
- Chapter 6: Persuasive Products
- Chapter 7: Conclusion: Devices and Desires
Culture, Representation and Identities[Page ii]
Culture, Representation and Identities is dedicated to a particular understanding of ‘cultural studies’ as an inherently interdisciplinary project critically concerned with the analysis of meaning. The series focuses attention on the importance of the contemporary ‘cultural turn’ in forging a radical re-think of the centrality of ‘the cultural’ and the articulation between the material and the symbolic in social analysis. One aspect of this shift is the expansion of ‘culture’ to a much wider, more inclusive range of institutions and practices, including those conventionally termed ‘economic’ and ‘political’.
Paul du Gay is at the Faculty of Social Sciences at The Open University. Stuart Hall is Emeritus Professor at The Open University and Visiting Professor at Goldsmiths College, the University of London.
Books in the series:
Representing Black Britain
Black and Asian Images on Television
Cultural Analysis and Commercial Life
Edited by Paul du Gay and Michael Pryke
Gender, Commerce, Creativity
A Cultural Economy
© Liz McFall 2004
First published 2004
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
Every effort has been made to trace all copyright holders of the material re-printed herein, but if any have been inadvertently overlooked the publishers will be pleased to make the necessary arrangements at the first opportunity.
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Printed in Great Britain by Athenaeum Press, Gateshead
List of Illustrations[Page vi]
- Figure 5.1: Railway Station Advertising 1874
- (Source: extract from print in Sampson, 1874) 121
- Figure 5.2: Fashions for Advertisers 1846
- (Source: Punch's Almanac, Vol. 10: 236, Jan.-Jun. 1846) 122
- Figure 5.3: An 1826 Advertising Van
- (Source: Sampson, 1874) 124
- Figure 5.4: JWT headquarters in 1899
- (Source: The Thompson Red Book on Advertising, 1899) 126
- Figure 5.5: Sell's Building 1908
- (Source: The Propelling Power, SL43 Colour Promotional Leaflet, 1908, HATa) 127
- Figure 5.6: Typical Letterhead 1908
- (Source: Sell's Box, HATa) 128
- Figure 5.7: Edward Steichen's Advertisement for Jergen's Lotion 1923
- (Source: Steichen, 1962) 136
- Figure 6.1: 1820 Turner's Blacking advertisement
- (Source: Lysons’ collection, c103k11 vol. 4, BL) 162
- Figure 6.2: Warren's Blacking advertisement drawn by Cruikshank
- (Source: Elliot, 1962) 163
- Figure 6.3: Advertising stunts to evade restrictions on display
- (Source: Presbrey, 1929) 165
- Figure 6.4: Advertisement for the 1769 Shakespeare Jubilee celebrations
- (Source: Daniel, c.1860, c61, Reprinted with kind permission of the British Library) 167
- Figure 6.5: Duesbury & Co. Tradecard, 1799
- (Source: Reprinted with kind permission of John Johnson Collection Exhibitions 2001; Tradecards 6 (20); Bodleian Library) 166
- Figure 6.6: Panorama advertisement of the Flushing of Malta exhibition
- (Source: Lysons’ collection, c103k11, BL) 169
- Figure 6.7: 1930s Advertisement for Chase & Sanborn's tea
- (Source: Tea for Sale, Fortune, August 1935) 181
- Figure 6.8: 1914 Woodbury's Soap ‘emotional appeal’ advertisement
- (Reprinted with kind permission of Hartman Center for Sales, Advertising and Marketing History, Duke University) 183
It has taken quite some time for this book to emerge in its current form. To those who have helped shape it along the way I owe thanks, not only for their support and kindness, but also for their constancy. The book draws substantially on doctoral research supervised by Paul du Gay and Margaret Wetherall and I continue to be grateful for the training they provided and for the mixture of patience, commitment, inspiration and energy that they brought to the project. Paul du Gay in particular has been an ongoing and indispensable source of ideas, debates and ‘damn fine’ coffee.
I would like to thank the Open University, especially the Sociology Discipline and the Research School, for providing first the financial support and later the research leave to enable the project to be completed. I also owe thanks to those in the Open University in Scotland who encouraged me to begin the project in the first place, Graham Dawson, Bram Gieben, Katla Helgason and Gerry Mooney.
A non-historian conducting historical research into a subject as flimsy and ephemeral as advertising relies upon the skills and expertise of archivists and librarians. I am especially grateful to Michael Cudlipp and Margaret Rose of the History of Advertising Trust in Norwich and to Ellen Gartrell of the Hartman Center for Sales, Advertising and Marketing History, Duke University, North Carolina for generously granting me the space, time and help to allow me to navigate my way through their extensive collections. I am also grateful to staff at the British Library; the Bodleian Library, University of Oxford; the National Museum of American History at the Smithsonian Institute and the Guildhall Library, London.
Many friends and colleagues discussed ideas with me, read drafts and offered feedback. I want to thank in particular Daniel Miller, Sean Nixon, Graeme Salaman and Alan Warde for their responses to earlier versions of parts of this work. I also want to thank Rick Holliman, Sarah Seymour-Smith and Ramaswami Harindranath among others for breaking into the monotony just often enough to keep me sane while this was being written. Special thanks are due to David Featherstone who has listened, read and responded to numerous drafts with unstinting patience, generosity and insight. Extraspecial thanks to the little people, Eavan and Marni, for moderating my progress in the best possible way and to Linda Usherwood (aka Mary Poppins). The book is dedicated to Stephen.
- Figure 5.1: Railway Station Advertising 1874
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