Publisher's Synopsis
What is advertising? Should we classify it as a hegemonic system, a set of cultural practices, a discourse of promotion or just one part of an effective marketing strategy? This book argues that such monolithic views miss the point as the same advertisement can have different meanings in different worlds, for example, as two advertising agency creatives argue over a tag-line, as a football game breaks for a commercial, or as a graffiti artist sprays a message on a poster. The book focuses on the interactions that shape an advertisement, its circulation, and the responses to it, and outlines some of the cultural assumptions that people within each world take for granted. Each section of the book features an interview with someone who works in advertising, offering a blend of academic analysis and practical insight.
