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<!DOCTYPE html> <html > <head> <meta charset="utf-8"> <meta rel="search" type="application/opensearchdescription+xml" href="/open_search.xml" title="Academia.edu"> <meta content="width=device-width, initial-scale=1" name="viewport"> <meta name="google-site-verification" content="bKJMBZA7E43xhDOopFZkssMMkBRjvYERV-NaN4R6mrs"> <meta name="csrf-param" content="authenticity_token" /> <meta name="csrf-token" content="1QX3B85UYq6_uf_ZLygvD0VwrcH4u0SAPV4ifhlCu0eQYtRp0F6xGNAWrVjwh_HQyxXR2IrgczKhICDGcKxcsg" /> <meta name="citation_title" content="Toward A Critical Theory of Advertising" /> <meta name="citation_publication_date" content="2004/01/01" /> <meta name="citation_author" content="Douglas Kellner" /> <meta name="twitter:card" content="summary" /> <meta name="twitter:url" content="https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising" /> <meta name="twitter:title" content="Toward A Critical Theory of Advertising" /> <meta name="twitter:description" content="and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the" /> <meta name="twitter:image" content="https://0.academia-photos.com/317524265/160239341/149929287/s200_douglas.kellner.jpeg" /> <meta property="fb:app_id" content="2369844204" /> <meta property="og:type" content="article" /> <meta property="og:url" content="https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising" /> <meta property="og:title" content="Toward A Critical Theory of Advertising" /> <meta property="og:image" content="http://a.academia-assets.com/images/open-graph-icons/fb-paper.gif" /> <meta property="og:description" content="and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the" /> <meta property="article:author" content="https://independent.academia.edu/KellnerDouglas" /> <meta name="description" content="and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the" /> <title>(PDF) Toward A Critical Theory of Advertising</title> <link rel="canonical" href="https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising" /> <script async src="https://www.googletagmanager.com/gtag/js?id=G-5VKX33P2DS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-5VKX33P2DS', { cookie_domain: 'academia.edu', send_page_view: false, }); gtag('event', 'page_view', { 'controller': "single_work", 'action': "show", 'controller_action': 'single_work#show', 'logged_in': 'false', 'edge': 'unknown', // Send nil if there is no A/B test bucket, in case some records get logged // with missing data - that way we can distinguish between the two cases. // ab_test_bucket should be of the form <ab_test_name>:<bucket> 'ab_test_bucket': null, }) </script> <script> var $controller_name = 'single_work'; var $action_name = "show"; var $rails_env = 'production'; var $app_rev = '29cbb9485f79f49ca3eb38b6f0905739256f19a4'; var $domain = 'academia.edu'; var $app_host = "academia.edu"; var $asset_host = "academia-assets.com"; var $start_time = new Date().getTime(); var $recaptcha_key = "6LdxlRMTAAAAADnu_zyLhLg0YF9uACwz78shpjJB"; var $recaptcha_invisible_key = "6Lf3KHUUAAAAACggoMpmGJdQDtiyrjVlvGJ6BbAj"; var $disableClientRecordHit = false; </script> <script> window.require = { config: function() { return function() {} } } </script> <script> window.Aedu = window.Aedu || {}; window.Aedu.hit_data = null; window.Aedu.serverRenderTime = new Date(1740332654000); window.Aedu.timeDifference = new Date().getTime() - 1740332654000; </script> <script type="application/ld+json">{"@context":"https://schema.org","@type":"ScholarlyArticle","abstract":"and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the regulation of advertising, or suggestions concerning how a society might be organized without wasteful advertising for socially unnecessary products. By contrast, the \u0026amp;amp;quot;Conclusion\u0026amp;amp;quot; to SCA examines advertising for \u0026amp;amp;quot;its proper place within a democratic society\u0026amp;amp;quot; (1986, p. 302), and raises some serious questions about modern advertising practices. One is \u0026amp;amp;quot;that the discourse about goods today is too narrowly controlled by commercial interests, and that it should be framed more broadly.... we do not believe that any single institution should control the public discourse about goods\u0026amp;amp;quot; (1986, p. 306). Another issue involves advertising\u0026amp;amp;#39;s impact on overall media content, i.e., \u0026amp;amp;quot;the avoidance of \u0026amp;amp;#39;controversial\u0026amp;amp;...","author":[{"@context":"https://schema.org","@type":"Person","name":"Douglas Kellner","url":"https://independent.academia.edu/KellnerDouglas"}],"contributor":[],"dateCreated":"2025-01-03","dateModified":"2025-01-03","datePublished":"2004-01-01","headline":"Toward A Critical Theory of Advertising","image":"https://attachments.academia-assets.com/120607477/thumbnails/1.jpg","inLanguage":"en","keywords":[],"publisher":{"@context":"https://schema.org","@type":"Organization","name":null},"sourceOrganization":[{"@context":"https://schema.org","@type":"EducationalOrganization","name":null}],"thumbnailUrl":"https://attachments.academia-assets.com/120607477/thumbnails/1.jpg","url":"https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising"}</script><style type="text/css">@media(max-width: 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{"work":{"id":126781057,"created_at":"2025-01-03T15:06:11.946-08:00","from_world_paper_id":262349886,"updated_at":"2025-01-26T22:48:17.430-08:00","_data":{"abstract":"and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the regulation of advertising, or suggestions concerning how a society might be organized without wasteful advertising for socially unnecessary products. By contrast, the \u0026quot;Conclusion\u0026quot; to SCA examines advertising for \u0026quot;its proper place within a democratic society\u0026quot; (1986, p. 302), and raises some serious questions about modern advertising practices. One is \u0026quot;that the discourse about goods today is too narrowly controlled by commercial interests, and that it should be framed more broadly.... we do not believe that any single institution should control the public discourse about goods\u0026quot; (1986, p. 306). Another issue involves advertising\u0026#39;s impact on overall media content, i.e., \u0026quot;the avoidance of \u0026#39;controversial\u0026...","publication_date":"2004,,"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"en","title":"Toward A Critical Theory of Advertising","broadcastable":true,"draft":null,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [317524265]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "control"; window.loswp.useOptimizedScribd4genScript = false; window.loginModal = {}; window.loginModal.appleClientId = 'edu.academia.applesignon'; window.userInChina = "false";</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":120607477,"attachmentType":"pdf"}"><img alt="First page of “Toward A Critical Theory of Advertising”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/120607477/mini_magick20250103-1-otu2pl.png?1735945576" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/images/single_work_splash/adobe_icon.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Toward A Critical Theory of Advertising</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="317524265" href="https://independent.academia.edu/KellnerDouglas"><img alt="Profile image of Douglas Kellner" class="ds-work-card--author-avatar" src="https://0.academia-photos.com/317524265/160239341/149929287/s65_douglas.kellner.jpeg" />Douglas Kellner</a></div><div class="ds-work-card--detail"><p class="ds-work-card--detail ds2-5-body-sm">2004</p><div class="ds-work-card--work-metadata"><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">visibility</span><p class="ds2-5-body-sm" id="work-metadata-view-count">…</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">description</span><p class="ds2-5-body-sm">23 pages</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">link</span><p class="ds2-5-body-sm">1 file</p></div></div><script>(async () => { const workId = 126781057; 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if (!viewCountBody) { throw new Error('Failed to find work views element'); } viewCountBody.textContent = `${commaizedViewCount} views`; } catch (error) { // Remove the whole views element if there was some issue parsing. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); throw new Error(`Failed to parse view count: ${viewCount}`, error); } }; // If the DOM is still loading, wait for it to be ready before updating the view count. if (document.readyState === "loading") { document.addEventListener('DOMContentLoaded', () => { updateViewCount(viewCount); }); // Otherwise, just update it immediately. } else { updateViewCount(viewCount); } })();</script></div><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">and fails to provide analysis of specific meanings, ideologies, or effects produced in the actual ads which he studied -none of which are analyzed in any detail. Moreover, Jhally fails to offer any proposals concerning public policy aimed at the regulation of advertising, or suggestions concerning how a society might be organized without wasteful advertising for socially unnecessary products. By contrast, the &quot;Conclusion&quot; to SCA examines advertising for &quot;its proper place within a democratic society&quot; (1986, p. 302), and raises some serious questions about modern advertising practices. One is &quot;that the discourse about goods today is too narrowly controlled by commercial interests, and that it should be framed more broadly.... we do not believe that any single institution should control the public discourse about goods&quot; (1986, p. 306). Another issue involves advertising&#39;s impact on overall media content, i.e., &quot;the avoidance of &#39;controversial&...</p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":120607477,"attachmentType":"pdf","workUrl":"https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":120607477,"attachmentType":"pdf","workUrl":"https://www.academia.edu/126781057/Toward_A_Critical_Theory_of_Advertising"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div><div class="ds-signup-banner-trigger-container"><div class="ds-signup-banner-trigger ds-signup-banner-trigger-control"></div></div><div class="ds-signup-banner ds-signup-banner-control"><div id="ds-signup-banner-close-button"><button class="ds2-5-button ds2-5-button--secondary ds2-5-button--inverse"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">close</span></button></div><div class="ds-signup-banner-ctas"><img src="//a.academia-assets.com/images/academia-logo-capital-white.svg" /><h4 class="ds2-5-heading-serif-sm">Sign up for access to the world's latest research</h4><button class="ds2-5-button ds2-5-button--inverse ds2-5-button--full-width js-swp-download-button" data-signup-modal="{"location":"signup-banner"}">Sign up for free<span class="material-symbols-outlined" style="font-size: 20px" translate="no">arrow_forward</span></button></div><div class="ds-signup-banner-divider"></div><div class="ds-signup-banner-reasons"><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Get notified about relevant papers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Save papers to use in your research</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Join the discussion with peers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Track your impact</span></div></div></div><script>(() => { // Set up signup banner show/hide behavior: // 1. 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It is non-traditional because the defense does not rest on the premise that advertising contributes to the welfare of society, but rather on the premise that it is morally right and good to pursue one's own selfish interests. That is, it is right and good for egoistic producers to use persuasive advertising to appeal to the selfinterest of consumers for their own (the producers') selfish gain. Further, the author argues that the charges against advertising of manipulative deception, persuasive coercion, and tasteless offensiveness result from a hostility toward capitalism and egoism and that these charges rest on the untenable philosophic doctrines of elitism, intrinsicism and determinism.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"A philosophic defense of advertising","attachmentId":4036598,"attachmentType":"pdf","work_url":"https://www.academia.edu/713472/A_philosophic_defense_of_advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/713472/A_philosophic_defense_of_advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="1" data-entity-id="122377047" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/122377047/Advertising_a_Necessary_Elixir_of_Life_for_Capitalism_On_the_Critique_of_the_Political_Economy_of_Advertising">Advertising – a Necessary “Elixir of Life” for Capitalism: On the Critique of the Political Economy of Advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="91419221" href="https://sbg.academia.edu/ManfredKnoche">Manfred Knoche</a></div><p class="ds-related-work--metadata ds2-5-body-xs">TripleC, 2023</p><p class="ds-related-work--abstract ds2-5-body-sm">This contribution aims to lift the ideological veil of apologetics and pseudo-criticism on advertising with the help of a reality-based systematic analysis that contributes to a materialistic theory of advertising. The content-related and methodological basis of such a theory is a Critique of the Political Economy of Advertising oriented towards the critique of capitalism and academic knowledge originally presented by Karl Marx and current societal analyses based on it. In this context, the academic objective is to consider the economic, political, and societal functions of (media) advertising. In doing so, the elementary economic and ideological functions of advertising for the existence and further development of the market economy and capitalist economic and societal systems become recognisable. Advertising then no longer appears as a necessary evil but as a necessary "elixir of life" for the media industry, the economy, and capitalism as a whole. Based on the applied critical political-economic analysis, it becomes clear that on the level of capitalism as an economic and societal system, advertising thus contributes economically and ideologically to the stabilisation of the systemic foundations of capitalist societies (the capital-labour relationship, the regime of accumulation; the economic, societal, and political [advertising] functions of the media). It is shown that a Critique of the Political Economy of Advertisingespecially from the point of view of the necessarily growing importance of advertising for media productionalso contributes to the development of a Critique of the Political Economy of the Media.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising – a Necessary “Elixir of Life” for Capitalism: On the Critique of the Political Economy of Advertising","attachmentId":117054107,"attachmentType":"pdf","work_url":"https://www.academia.edu/122377047/Advertising_a_Necessary_Elixir_of_Life_for_Capitalism_On_the_Critique_of_the_Political_Economy_of_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/122377047/Advertising_a_Necessary_Elixir_of_Life_for_Capitalism_On_the_Critique_of_the_Political_Economy_of_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="2" data-entity-id="29486657" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/29486657/Explorations_in_Critical_Studies_of_Advertising">Explorations in Critical Studies of Advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="30566848" href="https://uga.academia.edu/EzequielKorin">Ezequiel Korin</a></div><p class="ds-related-work--abstract ds2-5-body-sm">This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending prac- tices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very dif- ferent historical conditions. To begin to address this lag, this edited collec- tion explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new nd- ings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but also develop a theoretical argument.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Explorations in Critical Studies of Advertising","attachmentId":49927610,"attachmentType":"pdf","work_url":"https://www.academia.edu/29486657/Explorations_in_Critical_Studies_of_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/29486657/Explorations_in_Critical_Studies_of_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="3" data-entity-id="33139070" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/33139070/Goodvertising_A_New_Perspective_In_The_Philosophy_Of_Advertising">Goodvertising: A New Perspective In The Philosophy Of Advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="94450" href="https://marmara.academia.edu/AlparslanNas">Alparslan Nas</a></div><p class="ds-related-work--abstract ds2-5-body-sm">The role of advertising in contemporary society has been critically assessed by various scholars in the discipline from several philosophical standpoints. Engaging in a theoretical elaboration of advertising from the perspective provided by critical theory, several scholars including Sut Jhally, Robert Goldman and Judith Williamson, have pointed out the ways in which advertising is instrumentalized as a tool of power, hegemony and ideology. Considered as a driving force of consumer culture, advertising has been accused of promoting hegemonic narratives of gender, race and class; that tend to that legitimize social inequalities. On the other hand, scholars such as Jerry Kirkpatrick and Barbara J. Phillips argued against the critiques by pointing out the useful functions of advertising based on individual, social and philosophical grounds. Between the two poles of this discussion, recently advertising expert and critic Thomas Kolster offered a new concept, “goodvertising”. Defined as “creative advertising that cares”, Kolster argues that advertising can be a force for social good despite its negative applications in the sector. He further suggests that brands will eventually put more emphasis on their corporate values for a better world and apply a goodvertising perspective more often in the near future by providing examples from various global brands. Drawing upon Kolster’s analysis by a theoretical discussion, this paper argues that goodvertising suggests a viable alternative to the debates in the philosophy of advertising and constitutes a distinctive position in between advertising’s critique and its defenses.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Goodvertising: A New Perspective In The Philosophy Of Advertising","attachmentId":53229562,"attachmentType":"pdf","work_url":"https://www.academia.edu/33139070/Goodvertising_A_New_Perspective_In_The_Philosophy_Of_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/33139070/Goodvertising_A_New_Perspective_In_The_Philosophy_Of_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="47558374" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/47558374/Advertising_the_Media_and_Globalization">Advertising, the Media, and Globalization</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="20009755" href="https://unimelb.academia.edu/JohnSinclair">John Sinclair</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Media Industries Journal</p><p class="ds-related-work--abstract ds2-5-body-sm">Advertising is a crucial media industry, not only in its own right but also because of the intermediary structural relation it holds between the commercial media on one hand and the consumer goods and service industries on the other. This can be conceived as a manufacturing-marketingmedia complex. However, the traditional business model that facilitated this relationship in the mass media era is now under challenge from the new forms of social communication afforded by the internet. Accordingly, such a fundamental transformation forces a critical review of how advertising has been understood. This essay explains how former approaches such as the semiological analysis of advertisements, the Marxist political economy of value, ethnographic studies of advertising practice, and the "cultural turn" in social theory have all been superseded to a greater or lesser extent by the reorientation of advertising within a broader conceptual landscape of consumer culture, and by contemporary theory and research on branding. Furthermore, attention is given to the historical globalization of the corporations that own the brands and the advertising industry's response, which has been to consolidate into a small number of global umbrella corporations that coordinate and manage a host of specialist divisions across the whole field of "integrated marketing communications."</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising, the Media, and Globalization","attachmentId":66589571,"attachmentType":"pdf","work_url":"https://www.academia.edu/47558374/Advertising_the_Media_and_Globalization","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/47558374/Advertising_the_Media_and_Globalization"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="8884917" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/8884917/The_social_consequences_of_advertising">The social consequences of advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="996859" href="https://nottingham.academia.edu/RobertCluley">Robert Cluley</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The social consequences of advertising","attachmentId":35216898,"attachmentType":"pdf","work_url":"https://www.academia.edu/8884917/The_social_consequences_of_advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/8884917/The_social_consequences_of_advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="16267227" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/16267227/Dont_apologize_for_your_commercial_The_discourse_on_the_content_of_television_advertising_during_the_early_years_in_Britain_and_the_Netherlands_2014_">Don't apologize for your commercial. The discourse on the content of television advertising during the early years in Britain and the Netherlands (2014)</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="8928963" href="https://radboud.academia.edu/WilbertSchreurs">Wilbert Schreurs</a></div><p class="ds-related-work--abstract ds2-5-body-sm">The central inquiry of this monograph is how advertising practitioners in Britain and the Netherlands viewed television advertising - and especially its content - in the years before and after its launch: from the early 1950s to the mid-1960s in Britain and from the early 1960s to the early 1970s in the Netherlands. The coming of the new medium offered advertisers new opportunities to reach their public, but it also forced them to find a new rhetoric. How did the views of practitioners regarding television advertising content develop in the first ten to fifteen years after its launch? Did they change, and if so, how can these changes be explained? By studying its early historical development, this monograph seeks to add to our understanding of the phenomenon of TV advertising in general. The discourse among advertising practitioners on the content of television advertising forms its heart. This publication is the result of the HERA research project Technology Exchange and Flow (TEF).</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Don't apologize for your commercial. The discourse on the content of television advertising during the early years in Britain and the Netherlands (2014)","attachmentId":38916945,"attachmentType":"pdf","work_url":"https://www.academia.edu/16267227/Dont_apologize_for_your_commercial_The_discourse_on_the_content_of_television_advertising_during_the_early_years_in_Britain_and_the_Netherlands_2014_","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/16267227/Dont_apologize_for_your_commercial_The_discourse_on_the_content_of_television_advertising_during_the_early_years_in_Britain_and_the_Netherlands_2014_"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="713481" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/713481/The_Connection_between_Advertising_and_Objectivist_Epistemology">The Connection between Advertising and Objectivist Epistemology</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="255283" href="https://cpp.academia.edu/JerryKirkpatrick">Jerry Kirkpatrick</a></div><p class="ds-related-work--metadata ds2-5-body-xs">aynrandstudies.com</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The Connection between Advertising and Objectivist Epistemology","attachmentId":4036599,"attachmentType":"pdf","work_url":"https://www.academia.edu/713481/The_Connection_between_Advertising_and_Objectivist_Epistemology","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/713481/The_Connection_between_Advertising_and_Objectivist_Epistemology"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="10202534" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/10202534/An_analitical_extended_book_review_S_Frunz%C4%83_Advertising_constructs_reality_2014_">An analitical extended book review. S. Frunză: Advertising constructs reality (2014)</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="6392819" href="https://independent.academia.edu/MirelaTeodorescu">Mirela Teodorescu</a></div><p class="ds-related-work--abstract ds2-5-body-sm">As communication axis, communication philosophy interrogates the idea that in postmodern society communication constructs reality. The philosopher is called to achieve a new synthesis, between philosophy and media communication, to assume the condition of man of media communication. Media has a decisive influence in relation to the constitution of reality in post-modern consciousness. Communication is related to relationships, to construct interhuman relationships, changing the attitudes of the other, decisions or behavior of others, the perceptions of reality and action according to the requirements of this perception. Secularization as a positive value of modernity does not eliminate the presence of the sacred in modern political imaginary also from communication. Advertising is by exellence the bearer of a deep dimension of reality construction as art of seduction, persuasion, communication. “Advertising constructs reality”, professor Sandu Frunza’s book, published in 2014 by Tritonic Publishing , Bucharest, represents a high level analisys and point out the “reality construction” through advertising as a communication mean of regaining authenticity. Storing an imaginary universe, which allows for the sacred to be manifest in the life of postmodern man, advertising supports the human being in its self quest through reaching harmony with the surrounding things, with other people and with the world. Advertising is not a new form of religion, even though several of its aspects could be said to be displaying religious dimensions. “We can, says Sandu Frunza, however, state generically that advertising ultimately lodges posmodern man’s religious creativity. In this way, advertising does not propose to challenge or oppose in any fashion the traditional religious patterns of interpreting and living within our world. Instead, it supplies a complementary authenticity, one matching man’s status in a communication-based society”. Advertising offers an alternative view on the world, man and man’s own choice to act coherently upon this view.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"An analitical extended book review. S. Frunză: Advertising constructs reality (2014)","attachmentId":36300171,"attachmentType":"pdf","work_url":"https://www.academia.edu/10202534/An_analitical_extended_book_review_S_Frunz%C4%83_Advertising_constructs_reality_2014_","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/10202534/An_analitical_extended_book_review_S_Frunz%C4%83_Advertising_constructs_reality_2014_"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="4874464" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/4874464/TRNC_CYPRUS_INTERNATIONAL_UNIVERSITY_INSTITUTE_OF_GRADUATE_STUDIES_AND_RESEARCH_MASTER_PROGRAM_IN_COMMUNICATION_AND_MEDIA_STUDIES_ISSUES_IN_CONTEMPORARY_TELEVISION_THE_REASON_WHY_ADVERTISING_IS_REGARDED_AS_ANTI_PUBLIC_SUBMITTED_BY_UNITY_OSAYANDE_20121827_SUBMITTED_TO">TRNC CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH MASTER PROGRAM IN COMMUNICATION AND MEDIA STUDIES ISSUES IN CONTEMPORARY TELEVISION THE REASON WHY ADVERTISING IS REGARDED AS ANTI-PUBLIC SUBMITTED BY UNITY OSAYANDE 20121827 SUBMITTED TO</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="6343296" href="https://ciu-tr.academia.edu/unityosayande">unity osayande</a></div><p class="ds-related-work--abstract ds2-5-body-sm">demonstrate their products, they employed the use of USP (unique selling proposition). This is highlighting the aspect of a product that sets it apart from other brands in the same product category. This has to do with pinpointing what makes your brand different from similar ones, and giving your product identification. This is where the problem of advertising started; products were being sold not because of their value or their quality but by their emphasized unique selling point. This advert will only give little information about the product yet people were increasing their spending. As a matter of fact, advertising contributed to consumer culture, demeans our culture, and it also brought materialism to its apogee.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"TRNC CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH MASTER PROGRAM IN COMMUNICATION AND MEDIA STUDIES ISSUES IN CONTEMPORARY TELEVISION THE REASON WHY ADVERTISING IS REGARDED AS ANTI-PUBLIC SUBMITTED BY UNITY OSAYANDE 20121827 SUBMITTED TO","attachmentId":32149001,"attachmentType":"doc","work_url":"https://www.academia.edu/4874464/TRNC_CYPRUS_INTERNATIONAL_UNIVERSITY_INSTITUTE_OF_GRADUATE_STUDIES_AND_RESEARCH_MASTER_PROGRAM_IN_COMMUNICATION_AND_MEDIA_STUDIES_ISSUES_IN_CONTEMPORARY_TELEVISION_THE_REASON_WHY_ADVERTISING_IS_REGARDED_AS_ANTI_PUBLIC_SUBMITTED_BY_UNITY_OSAYANDE_20121827_SUBMITTED_TO","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/4874464/TRNC_CYPRUS_INTERNATIONAL_UNIVERSITY_INSTITUTE_OF_GRADUATE_STUDIES_AND_RESEARCH_MASTER_PROGRAM_IN_COMMUNICATION_AND_MEDIA_STUDIES_ISSUES_IN_CONTEMPORARY_TELEVISION_THE_REASON_WHY_ADVERTISING_IS_REGARDED_AS_ANTI_PUBLIC_SUBMITTED_BY_UNITY_OSAYANDE_20121827_SUBMITTED_TO"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":120607477,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":120607477,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_120607477" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. You can download the paper by clicking the button above.</p></div></div></div></div><div class="ds-sidebar--container js-work-sidebar"><div class="ds-related-content--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-related-work-sidebar-card" data-collection-position="0" data-entity-id="3706355" data-sort-order="default"><a class="ds-related-work--title js-related-work-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/3706355/_The_Influence_of_Advertising_in_Peter_Childs_and_Mike_Storry_eds_Encyclopedia_of_Contemporary_British_Culture_Routledge_1999_">‘The Influence of Advertising’ in Peter Childs and Mike Storry (eds) Encyclopedia of Contemporary British Culture (Routledge, 1999)</a><div class="ds-related-work--metadata"><a class="js-related-work-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="3306291" href="https://goldsmiths.academia.edu/JoLittler">Jo Littler</a></div><div 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href="https://www.academia.edu/5136555/Advertising_ethics_Not_an_oxymoron">Advertising ethics: Not an oxymoron</a><div class="ds-related-work--metadata"><a class="js-related-work-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="1296760" href="https://nmsu.academia.edu/MichaelHyman">Michael R Hyman</a></div><p class="ds-related-work--metadata ds2-5-body-xs">World & I, 1990</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising ethics: Not an oxymoron","attachmentId":32338925,"attachmentType":"pdf","work_url":"https://www.academia.edu/5136555/Advertising_ethics_Not_an_oxymoron","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline 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