This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.

Introduction: The Cultural Economy of Time in Modern and Postmodern Advertising

Introduction: The cultural economy of time in modern and postmodern advertising

Time present and time past

Are both perhaps present in time future,

And time future contained in time past.

T.S. Eliot's poetic contemplation provides an apposite beginning to a chronicle of advertising in modern and postmodern time. Eliot's poetry evokes simultaneity as the aesthetic form of time. To this extent, Eliot was concerned with the intersections between moments and the complexity of an instant. Advertising imagery also excites liminal moments, which intersect private and public with the immediacy of experience. The event epitomized in Figure I.1 is neither static nor derived from a historical imagination. Rather, we are encouraged to observe a fractured moment, a shifting dialogue ...

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