Table of Contents

Preface to the Third Edition
Chapter 1: Introduction
Chapter 2: From Traditional to Industrial Society
Chapter 3: Advertising in the Transition from Industrial to Consumer Society
Chapter 4: Advertising and the Development of Communications Media
Chapter 5: Advertising and the Development of Agencies
Chapter 6: The Structure of Advertisements
Chapter 7: Goods as Communicators and Satisfiers
Chapter 8: Consumer Cultures and Mediated Markets
Chapter 9: Late Modern Consumer Society
Chapter 10: Media in the Mediated Marketplace
Chapter 11: Full Service Agencies: Globalization and unbundling
Chapter 12: Structure and Agency: Tensions at play in advertising design
Chapter 13: The Mobilization of the Yuppies and Generation X
Chapter 14: Negotiated Messaging for Generation X
Chapter 15: Mobilizing the Culturati
Chapter 16: The Fifth Frame
Chapter 17: Issues in Social Policy
Notes
Index

About the Author

William Leiss is Professor of Policy Studies at Queen's University. Stephen Kline is Professor of Communication at Simon Fraser University. Sut Jhally is Professor of Communications at the University of Massachusetts, Amherst and founder and executive director of The Media Education Foundation. Jacqueline Botterill is a Lecturer at the University of East London.

Reviews

"A well thought out and academically robust analysis of advertising as social communication, the most comprehensive synthesis of the smarter writings on advertising to be found, and a great resource book." -- Thomas C. O'Guinn, University of Illinois "The third edition of this classic text offers a magisterial review of the evolving relationship between advertising and society, and a wealth of insights into the relationship between contemporary advertisements, their creators, and consumers." -- Stephanie O'Donohoe, University of Edinburgh, Scotland "Both a magisterial survey and a pioneering study in its own right, the third edition of Social Communication in Advertising brings the story of advertising and its communicative strategies right up to the present. With a range and depth rare in the field, it is essential reading for those interested in critically understanding this most powerful of contemporary cultural institutions." -- Andrew Wernick, Trent University "Social Communication in Advertising is a stimulating, wide-ranging analysis of a key crossroads where culture and commerce meet." -- Joseph Turow, University of Pennsylvania "A solid text to offer in an introductory graduate course or an advanced undergraduate seminar on the social influence of advertising."--Ivy Glennon, University of Illinois at Urbana-Champaign