Ad worlds : brands, media, audiences
著者
書誌事項
Ad worlds : brands, media, audiences
Arnold, 1999
- : hbk
- : pbk
- タイトル別名
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Ad worlds
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注記
Includes bibliographical references (p. [231]-239) and index
内容説明・目次
- 巻冊次
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: hbk ISBN 9780340700068
内容説明
What is advertising? Should we classify it as a hegemonic system, a set of cultural practices, a discourse of promotion or just one part of an effective marketing strategy? This book argues that such monolithic views miss the point as the same advertisement can have different meanings in different worlds, for example, as two advertising agency creatives argue over a tag-line, as a football game breaks for a commercial, or as a graffiti artist sprays a message on a poster. The book focuses on the interactions that shape an advertisement, its circulation, and the responses to it, and outlines some of the cultural assumptions that people within each world take for granted. Each section of the book features an interview with someone who works in advertising, offering a blend of academic analysis and practical insight.
目次
- What do ads do? Part 1 Inside advertising: products and positions
- agency culture
- globalization and global ads. Part 2 Across media: changing the mix
- outdoor advertising
- superbowl
- interaction. Part 3 Audience research: regulation and controversy
- advertising literacy.
- 巻冊次
-
: pbk ISBN 9780340700075
内容説明
Our world is defined by advertisements. They make us smoke, drink, lose weight, buy things we do not need. Of course we see through them - or so we say. So how do advertisments work in today's culture? Ad Worlds is a readable introduction to the ways ads are produced, transmitted and interpreted, drawing on work in cultural studies, discourse analysis and marketing. It argues that advertising is not monolithic, and illustrates the complex and unpredictable effects of ads as they travel through different worlds - the client's, the agency's, and the medium's - before ultimately reaching ours. Challenging the view of advertising as an homogenous and all-powerful institution, Greg Myers focuses on the interactions that shape an ad, its circulation, and the responses to it. With each chapter centred on an analysis of a memorable commercial, the book reveals the author's genuine enjoyment of ads, their ingenuity and excitement.
目次
- What do ads do? Part 1 Inside advertising: products and positions
- agency culture
- globalization and global ads. Part 2 Across media: changing the mix
- outdoor advertising
- superbowl
- interaction. Part 3 Audience research: regulation and controversy
- advertising literacy.
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