Full Description
Composed with a touch of the panache of a former advertising copywriter, Kelso challenges readers to reflect on the social impact of advertising from multiple angles. The book uniquely combines personal anecdotes with a penetrating look at some of the most critical perspectives toward the field advanced by media scholars.
A play on David Ogilvy's legendary Confessions of an Advertising Man, the text disrupts the creative guru's account with a highly accessible critique of advertising suitable for classes in disciplines as various as cultural studies, marketing, media studies, political science, and sociology.
The book reflects the latest industry trends, especially the migration from legacy to social media vehicles like Instagram and Snapchat. Topics covered include a brief history of modern advertising in the United States, advertising's influence on the so-called non-advertising content of the media, the ideological themes advertising inadvertently delivers, how advertising can privilege or marginalize various social constructions of identity, the controversial practice of targeting children, and how corporations often use advertising to superficially present a positive face while masking their profoundly darker sides.
Incorporating a media-literacy approach, Kelso also offers an insider's overview of the typical procedures advertising agencies take in strategizing, conceptualizing, and delivering campaigns.
Contents
Preface
Acknowledgments
1Introduction: An Insider's Critical Approach to Advertising
2Promoting Heaven on Earth: A Brief History of Advertising in the United States
3So Much Energy for So Little Attention: Creating Images for Brands
4Always Keep 'em Happy: How Advertising Shapes the Content of the Media
5The Message Beneath the Message: Advertising and Ideology
6Buying into Identity (Part 1): Representations of Gender and Sexual Orientation in Advertising
7Buying into Identity (Part 2): Representations of Race and Ethnicity in Advertising
8Building Brand Loyalty from the Womb: Advertising to Children
9Sponsoring Exploitation and Environmental Destruction: Advertising and Externalities
10Conclusion: Evaluating Advertising on Your Own Terms
Index
