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Full Description
This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms. Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes the form of algorithms governing your social media feed, television commercials, paid influencers, or stadiums branded with the names of corporate sponsors/owners.
This authoritative one-stop resource provides a rich overview of the evolution and present state of advertising in all its forms, as well as the multitude of connected issues—data collection, privacy, consumerism, technology, and others—regarding advertising and its role as both a shaper and reflector of American culture. It surveys various advertising media, discusses the social and cultural contexts in which it is consumed, and highlights key moments in the history of advertising in the United States. In addition, the book is supplemented with carefully curated primary sources, personal essays, a glossary of advertising terms, and other resources to provide readers with a full picture of advertising as both an industry and a shaper of American culture.
Contents
Preface
1: Background and History
Introduction
Advertising in Colonial America
The Rise of Newspapers and Print Advertising
The Emergence of Broadcast Advertising: Radio and Television
The "Creative Revolution" of the 1960s
Digital Advertising: Internet and Mobile
Advertising in the 21st Century
Conclusion
References
2: Problems, Controversies, and Solutions
Introduction
Societal Problems and Issues
- Funhouse Mirror or Window: How Advertising Informs Audience Views on the World
- Advertising to Children
- Selling "Vice"
- Sex, Nudity, and Advertising
Race, Racism, and Representation in Advertising
Structural and Environmental Issues
Legal and Ethical Issues
Proposed Solutions
- Regulations and Regulatory Bodies
- Consumer Impact
- Issue Advocacy
- Diversity in Advertising Agencies
Conclusion
References
3: Perspectives
Introduction
Mentorship in Advertising Odun Ishola
Who Cares about Advertising? Mark Szczepanik
Creativity in Advertising. What Is It and Who Needs It? Michael Devlin
The Power of Influencers Andy Lovrak
Concert Advertising Trends for 2023 and Beyond Evan Bailey
Balancing the Power Struggle between Data Privacy and Data Regulation Beth Egan
The Importance of Multilingualism Carlos Mojica
Depictions of Internationals in Media and Advertising: Shaping Mindsets and Influencing Behaviors Navjot Grewal
4: Profiles
Introduction
The Nineteenth Century: Legitimizing and Professionalizing Advertising in America
- P.T. Barnum (1810-1891)
- James (J.) Walter Thompson (1847-1928)
- Francis Wayland Ayer (1848-1923)
- Claude C. Hopkins (1866-1932)
- Madam C.J. Walker (1867-1919)
- Helen Lansdowne Resor (1886-1964)
- Leo Burnett (1891-1971)
The Twentieth Century: A New Age in American Advertising
- David Ogilvy (1911-1999)
- Howard Luck Gossage (1917-1969)
- Phyllis Robinson (1921-2010)
- Mary Wells Lawrence (1928- )
- Tom Burrell (1939- )
The Twenty-First Century: Embracing Diversity and Digital
- Linda Kaplan Thaler (c. 1951- )
- Louis Carr (1956- )
- Luis Miguel Messianu (c. 1958- )
- Antonio Lucio (c. 1960- )
- Bernice Chao (c. 1985- )
Industry Organizations
- Ad Council
- American Advertising Federation (AAF)
- American Association of Advertising Agencies (4A's)
References
5: Data and Documents
Introduction
Data
Understanding the Industry
§ Figure 5.1 Advertising Expenditures
§ Table 5.1 U.S. Biggest Advertisers
§ Figure 5.2 Social Media Usage by Platform
§ Figure 5.3 Facebook Usage
§ Figure 5.4 TikTok Usage
Industry Trends
§ Figure 5.5 FTC Influencers
§ Figure 5.6 Digital Trends/Focus on Sustainability
§ Figure 5.7 Facebook Privacy
Documents
- Document 5.1: Testimony from Frances Haugen, Facebook Whistleblower (October 4, 2021)
- Document 5.2: Senator Blumenthal's Opening Statement (December 9, 2021)
- Document 5.3: Instagram Response by Adam Mosseri (December 9, 2021)
- Document 5.4: Policy Implications (Eckles Testimony, December 9, 2021)
- Document 5.5: Testimony from Jessica J. Gonzalez, co-CEO of Free Press Action (December 9, 2021)
- Document 5.6: Central Hudson Test (Supreme Court Decision)
References
6: Resources
Introduction
Advertising History
Creative Strategy, Tactics, and Execution
Business and Strategy
Brand Building
Understanding Consumers
Diversity in Advertising
Traditional Media
Digital, Social, and Mobile Media
Ethics in Advertising
Critiques and Culture
Industry Insights
Research, Databases, Archives, and Tools
7: Chronology
Glossary
Index
About the Author
Index
