Controversies in Contemporary Advertising is a new text presenting a range of perspectives on advertising. It examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues. Controversies in Contemporary Advertising is ideally suited as a core text for undergraduate and graduate courses in advertising, marketing, journalism, mass communication, and communication studies.

Really Good Goods?: Socially Responsible Advertising

Really good goods?: Socially responsible advertising

The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values. We need to convey a single strong image, which can be shared anywhere in the world.

—Luciano Benetton

MAC cosmetics' advertisements for their Viva Glam lipsticks have always had an interesting bent (Figure 15.1). Spokespeople for the lipsticks have included transvestites, rap singers, and in its most recent incarnation, pop superstar Elton John. This campaign's use of high-profile and nonmainstream personalities not only creates a unique brand personality for Viva Glam, but it also draws attention to the fact that MAC cosmetics donates a portion of the sales of every tube of Viva ...

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