A Social History of Advertising

This excellent text is packed full of anecdotes and case studies, from the earliest known examples of advertising to the present day, giving readers a practical yet critical insight into the social and historical role of advertising in consumer culture. Mixing theory and practice Scott explores key changes in advertising theory and techniques focusing on specific social concerns, including mythology, sexuality, gender, ethnicity, class, wealth, work and leisure and types of goods and patterns of consumption. This text helps students to: think critically about branding and advertising in their cultural and historical context identify different techniques of persuasion employed by advertisers understand how advertising tries to influence consumer perception and behaviour reflect on the wider social consequences of advertising Ist interdisciplinary approach and depth of critical analysis means that this text provides advertising, business and management and media studies students with an outstanding understanding of this fascinating subject.