Controversies in Contemporary Advertising


Kim Sheehan

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  • Front Matter
  • Back Matter
  • Subject Index
  • Dedication

    To Tim, with love, forever


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    This book could not have been written without the help and support of many of my colleagues at the University of Oregon. Dean Timothy Gleason made sure that I had the time I needed to bring this book to completion and provided answers to my legal queries on a continual basis. Dave Koranda, Rebecca Force, John Russial, and Jim Upshaw provided insights into the relationship between advertising and mass media. Charlie Frazer, Ann Maxwell, and Bill Ryan are wonderful sounding boards and munificent colleagues.

    Thanks also to those who read and commented on this book's proposal: Jan Slater, Tom Reichert, Chris Cakebread, and Sally McMillan. Chris Cakebread of Boston University gave valuable insights, comments, and suggestions on the manuscript as a whole: When I mention “a colleague” in the text, more often than not it is Chris.

    MaryAnn Vail at Sage was a good listener and a calming influence. Frank Hubert was a patient and thorough copy editor who generously tolerated my questionable grammar choices. Thanks to you both.

    Thanks go to two scholars I've never met: James Twitchell and Michael Schudson. Both have changed my worldview in profound ways.

    Thanks also to all the students who joined me in J446, Advertising and Society, at the University of Oregon. You were all my inspiration to write this book. Special thanks to former students Andrea Swanson, who introduced me to the complexities of direct-to-consumer advertising, and Eric Lammerman, who did some helpful legwork early on in the project.

    Finally, my deep appreciation goes to my family for their support and assistance during the writing of this book. My husband, Tim Sheehan, is willing to talk about these issues'til the cows come home in order to better understand the complexities of advertising today. Dr. Paul Sheehan interpreted medical language that was beyond my comprehension. My mother, Jean Bartel, and my in-laws, Jim and Anne Sheehan, never fail to ask about the book and to marvel at its progress. The four-legged family members sat in silent vigil and gave up numerous walking opportunities to see this book through. I love you all.

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    About the Author

    Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. Her teaching and research interests include online consumer behavior, research methods, and advertising creative strategy. Her research has appeared in the Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy and Marketing. Kim is coauthor of Using Qualitative Research Methods in Advertising (Sage, 2002); in addition, she contributed chapters to Internet Marketing: Readings and Online Resources, Paul Richardson (McGraw-Hill, 2000), and Frontiers in Direct Marketing Research, Joseph Phelps (Wiley, 1998). In 1997, the Advertising Research Division of the Association for Education in Journalism and Mass Communication awarded her Best Paper. In 1999, Kim was a finalist for Best Paper of the year in the Journal of Advertising. Prior to joining the academy, Kim worked as Associate Media Director and Media Supervisor for several advertising agencies, including Foote Cone and Belding in Chicago. Her clients included Budweiser, Coldwell Banker Real Estate, McDonald's, Laura Ashley, People Magazine, 1Bank of Boston, and Kraft-Miracle Whip.

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