Advertising in Modern and Postmodern Times

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Advertising in Modern and Postmodern Times

Pamela Odih - Goldsmiths College, UK

Series:
Published in association with Theory, Culture & Society

June 2007 | 232 pages | SAGE Publications Ltd

How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history, demonstrating:

A sophisticated and comprehensive discussion of the main relevant theories
How real ads work, together with reproductions of advertising images and copy
How advertising constructs subjects
A highly instructive historical overview of advertising
The relationship between advertising and industrial capitalism

This book is a powerful argument that postmodern disruptions in our experiences of advertising have dramatically transformed identity construction.

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ISBN: 9780761941903 Hardcover Suggested Retail Price: $223.00 Bookstore Price: $178.40

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PART ONE: MARKING TIME IN THE MAKING OF MODERN ADVERTISING

Selling Space in Advertising History

Selling Time in Advertising History

PART TWO: DIALECTICS OF ADVERTISING IN MODERN TIMES

Advertising, Time and the Commodity-Form

Time and the Commodity-Sign

PART THREE: ADVERTISING IN POSTMODERN TIME(S)

'Times they are a Changin''

Transformations of Work and Leisure in the Time/Space Economies of Modern and Postmodern Advertising

Mapping the Subject of Postmodern Advertising Technology

Sign of the Times

Postmodern Disruptions in Advertising Times

Conclusion

Globalization and the Future of Advertising

There is much to be praised in the book... This book radicalizes the conventional treatment of the topic by the marketing literature, and for that matter some of the sociology of consumption literature. Ultimately, this book is a valuable addition to the study of time, space and society...the book should appeal to a wide audience within sociology, social psychology, cultural studies, social history and media studies. My hope is that the advertising community,both academic and practical, consumes the text and that it forms part of a disruptive praxis for them
Sociology

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