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Introduction Part 1: Foundations 1. The nature of advertising history 2. Historical outline 3. Market society and its critics 4. Political economy approaches to advertising Jonathan Hardy 5. Cultural and critical approaches Part 2: Frameworks 6. Advertising framework and encoding 7. Texts 8. Reception Part 3: Applications 9. Advertising in the home 10. Outdoor advertising 11. Sound and vision 12. Consumer culture
Chris Wharton is Senior Lecturer in advertising and culture in the Faculty of Art, Design and Social Sciences at Northumbria University, UK.