• Summary
  • Contents
  • Subject index

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.

Colonising of the Real
Colonising of the real
Introduction

Semiotic theory and method have been of defining importance to the development of academic approaches to advertising.1 Pure applications of semiotic method may be rarer now than in the past, but concepts, ideas and methods deriving from the tradition continually resurface in theoretical work, and even inform commercial practice.2 For this reason the aim of ...

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