Cinema and Media Studies Advertising and Promotion
by
Matthew P. McAllister, Alexandra Nutter Smith
  • LAST REVIEWED: 28 April 2017
  • LAST MODIFIED: 19 December 2012
  • DOI: 10.1093/obo/9780199791286-0002

Introduction

Advertising is unique in its status as both a major textual genre and a revenue source for media systems. As a textual genre, it is arguably the most dominant in our culture: for every hour of primetime commercial television viewed, approximately twenty minutes of that viewing involves exposure to advertising, television program announcements or promotions, and public service announcements. Advertising is used to market traditional branded products, but the selling and branding logic of advertising can also be applied to other cultural and social endeavors, including politics, religion, and media entities (e.g., Disney). Advertising’s textual dimensions are designed to enhance the cultural value of brands, and as such encompass elements of verbal and visual semiotic technique, culturally constructed desire, demographic division, and sociocultural status and hierarchy. As a selling mechanism in corporate capitalism, the commodity orientation of advertising is worthy of note in and of itself, but the associated symbolic characteristics of advertising—representations of gender, race, the good life—are also of great significance as part of the cultural context in which they exist. As an economic system that funds modern media, advertising has a tremendous influence on the form of that media, as well as on the messages in media content and the very economic logic of media—what it is that commercial media sells and to whom. As a topic of study, advertising’s role in academia is appropriately interdisciplinary. From a practitioner viewpoint, scholarship in departments of marketing and advertising/public relations approach the study of advertising and promotion as a professional activity, and they therefore assume the basic premises and goals of advertising. This research, then, is often designed to increase advertising’s effectiveness or to explore individualist or self-regulatory perspectives such as practitioner ethics. Such scholarship is not included in this bibliography; see the Oxford Bibliographies article on Advertising for that body of work. Also not included here is related scholarship in consumer culture studies, work that often focus on non–advertising and promotional elements, such as the symbolic meaning of products, packaging, and shopping. This bibliography instead emphasizes the study of advertising in the liberal arts and humanities, a body of qualitative scholarship that engages it as an ideological and power-laden activity and as a serious form of—or influence on—culture. This scholarship could be labeled as “advertising criticism,” “critical advertising studies” or “commercial and promotional culture.” Its influences are broad and include Marxism, feminism, semiotics, political economy, environmentalism, and other approaches derived from critical theory and cultural studies. Given the size of this literature, most of the works in this bibliography are book-length, although a few exceptions have been made for especially notable shorter pieces.

Overviews

This section highlights general treatments of critical arguments about advertising, and many of these works are appropriate for use in advanced undergraduate or graduate courses, including Berger 2007 and Leiss, et al. 2005. Early overviews include Dwyer 1982 and Schudson 1984. Fowles 1996 compares ads to popular culture, and Cronin 2004 looks at beliefs about advertising. MacRury 2009 and Powell, et al. 2009 focus on the British context. These books examine advertising broadly conceived, including both its textual and economic nature, as part of a larger sphere of marketing activities, and as historically constituted.

  • Berger, Arthur Asa. Ads, Fads, and Consumer Culture: Advertising’s Impact on American Character and Society. 3d ed. Lanham, MD: Rowman & Littlefield, 2007.

    E-mail Citation »

    Designed as a basic textbook introduction to advertising and society issues, this book examines such issues as how to interpret symbols in both print and television advertising, sexuality in advertising, political advertising, and the role of marketing research in constructing advertising. Includes an analysis of the 1984 Apple Macintosh Super Bowl commercial.

  • Cronin, Anne M. Advertising Myths: The Strange Half-Lives of Images and Commodities. London: Routledge, 2004.

    E-mail Citation »

    Taking a Foucauldian perspective, the book focuses on the circulation of discursively constituted beliefs within and about advertising, using historical and textual analysis and interviews with advertising practitioners. The emphasis is on the advertising work, promotional discourse, and criticism of “dangerous consumption” products, specifically alcohol and tobacco.

  • Dwyer, Gillian. Advertising as Communication. London: Methuen, 1982.

    E-mail Citation »

    Arguably one of the first non-applied-based overviews of advertising designed for the classroom, the book begins with a history of advertising and promotion and later addresses its rhetorical and semiotic qualities and its possible effects.

  • Fowles, Jib. Advertising and Popular Culture. Thousand Oaks, CA: SAGE, 1996.

    E-mail Citation »

    Fowles explores how the worlds of advertising and popular culture are merging together. He argues that this blurring is not necessarily destructive, and foregrounds the interpretative power of advertisement audiences/viewers/readers to keep advertising’s potential to manipulate in check. Chapter 8, “Deciphering Advertisements,” lists elements for interpreting an advertisement.

  • Leiss, William, Stephen Kline, Sut Jhally, and Jacqueline Botterill. Social Communication in Advertising: Consumption in the Mediated Marketplace. 3d ed. New York: Routledge, 2005.

    E-mail Citation »

    The first edition of this book was a comprehensive and critical examination of advertising, covering industry trends and the historical development of advertising. The third edition adds significant updated material.

  • MacRury, Iain. Advertising. London and New York: Routledge, 2009.

    E-mail Citation »

    Designed to survey advertising as a creative practice, rhetorical text, and a part of its audience’s everyday life, this book integrates many of the most recent trends in advertising and promotion. It includes several illustrations, most from UK print advertising, as well as an extensive bibliography, applying a cultural studies perspective.

  • Powell, Helen, Jonathan Hardy, Sarah Hawkins, and Iain MacRury. The Advertising Handbook. 3d ed. London: Routledge, 2009.

    E-mail Citation »

    Although the title of this book implies a practitioner orientation, the book strongly embraces critical perspectives, with chapters written by the editors as well as other critical scholars. Topics include issues of gender and ethnicity in advertising, sponsorship, and the marketing of universities.

  • Schudson, Michael. Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. New York: Basic, 1984.

    E-mail Citation »

    Argues that advertising’s power is typically overstated by advertising critics, hence the claim of advertising’s “dubious impact.” Likely the book’s biggest legacy is Schudson’s idea that advertising is a form of “capitalist realism” that presents ideal versions of the good life, a Cold War analogy to official Soviet “socialist realism.”

back to top

Users without a subscription are not able to see the full content on this page. Please subscribe or login.

How to Subscribe

Oxford Bibliographies Online is available by subscription and perpetual access to institutions. For more information or to contact an Oxford Sales Representative click here.

Article

Up

Down