Rowman & Littlefield Publishers
Pages: 312
Trim: 7¼ x 10⅜
978-1-5381-0113-1 • Hardback • September 2018 • $117.00 • (£90.00)
978-1-5381-0114-8 • Paperback • September 2018 • $59.00 • (£45.00)
978-1-5381-0115-5 • eBook • September 2018 • $56.00 • (£43.00)
Tony Kelso is associate professor of media and the chair of the Mass Communication Department at Iona College. He is coauthor of Encyclopedia of Politics, the Media, and Popular Culture and coeditor of Mosh the Polls: Youth Voters, Popular Culture, and Democratic Engagement. In his former extensive career, he worked as a professional advertising copywriter/producer.
Preface
Acknowledgments
1Introduction: An Insider’s Critical Approach to Advertising
2Promoting Heaven on Earth: A Brief History of Advertising in the United States
3So Much Energy for So Little Attention: Creating Images for Brands
4Always Keep ’em Happy: How Advertising Shapes the Content of the Media
5The Message Beneath the Message: Advertising and Ideology
6Buying into Identity (Part 1): Representations of Gender and Sexual Orientation in Advertising
7Buying into Identity (Part 2): Representations of Race and Ethnicity in Advertising
8Building Brand Loyalty from the Womb: Advertising to Children
9Sponsoring Exploitation and Environmental Destruction: Advertising and Externalities
10Conclusion: Evaluating Advertising on Your Own Terms
Index
Tony Kelso has produced an extremely impressive book. Written in an accessible language and sophisticated in its analysis, he takes us from the first advertisers, patent medicine salesman, all the way to contemporary digital advertising, showing us the historical and institutional connections that link them. At the same time, he demonstrates how as a cultural form advertising stands at the nexus of identity, ideology and the environmental catastrophe that threatens to engulf us and the planet. Written for a general audience as well as the college classroom, Kelso has performed a difficult maneuver, producing a work that makes us think deeply about the social impact of our everyday lives and decisions. Highly recommended.
— Sut Jhally, Professor of Communication, University of Massachusetts at Amherst Founder and Executive Director, Media Education Foundation
Written as only a true insider can, this comprehensive and engaging overview is an important introduction to advertising as profession, as a form of communication, and as a cultural force.
— Mara Einstein, PhD
An important contribution to the literature of advertising criticism. Kelso’s experiences as an ad man as well as a media critic enrich and enliven his perspective. With remarkable thoroughness and insight, he exposes advertising’s role in promoting a corporate ideology that threatens our culture, our democracy, and our environment. Written in a lucid and engaging style, this book transforms our knowledge and experience of the water in which we all swim.— Jean Kilbourne, Author of Can't Buy My Love: How Advertising Changes the Way We Think and Feel
Combines a media literacy approach with a practical overview of how an advertising agency typically strategizes, conceptualizes, produces, and delivers a campaign (informed by Kelso’s reputable pre-academic career as a professional copywriter)
Each chapter comes to life through extensive examples drawn from recent ad campaigns—particularly campaigns involving social media
Presents theoretical concepts on the topic with a touch of the copywriting finesse of a one-time advertising professional, making the book highly accessible and engaging to college students
Recognizes that today’s “prosumers” are active participants in the consumer cycle (and encourages readers to think critically about their actions)
“What About Your Experience” sidebars/boxes prompt students to relate to core chapter points
“What Do You Think” discussion questions and “Ad Lab” exercises further encourage active learning
Ancillary materials for textbook include PowerPoint slides, a sample syllabus, and quiz/test questions
Instructor Resources
• A Test Bank available as a Word document or PDF
• A Sample Syllabus
• PowerPoints for each chapter
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Instructor's Manual. For each chapter, this valuable resource provides a variety of tools such as lecture outlines, student learning objectives, discussion questions, and other resources to simplify classroom preparation.
Test Bank. The Test Bank includes a variety of test questions and is available in either Word or PDF formats. For every chapter in the text, the Test Bank includes a complete test with a variety of question types, including multiple choice, true false, and essay formats.
Lecture Notes. The Lecture Notes provide the tables and figures from the text.