Table of Contents

1. Introduction: Why Study Advertising?.- 2. The History of Advertising: Contexts, Transformations and Continuity.- 3. Analysing Advertisements: Form, Semiotics and Ideology.- 4. Adverting, Capitalism and Ideology.- 5. Advertising Commodities and Commodity Fetishism.- 6. Audiences for Sale: Quantification, Segmentation and Personalisation.- 7. Advertising Agencies: Organisation, Agency and Internal Conflict.- 8. Advertising as Art: From Creativity to Critique.- 9. Empowering Consumers: Engagement, Interpretation and Resistance.- 10. The Politics of Advertising: Capitalism, Resistance and Liberalism.

About the Author

Nick Holm is Lecturer of Media Studies at Massey University, New Zealand.