This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices 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 different historical conditions. To begin to address this lag, this edited collection 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 findings 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 develop a theoretical argument.
| Introduction: Critical Traditions |
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1 | (12) |
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PART I Critical Political Economy |
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1 Marketers' Influence on Media: Renewing the Radical Tradition for the Digital Age |
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13 | (15) |
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2 Free-to-play Games and App Advertising: The Rise of the Player Commodity |
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28 | (14) |
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3 Recovering Audience Labor from Audience Commodity Theory: Advertising as Capitalizing on the Work of Signification |
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42 | (12) |
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4 Crisis and Contradiction: Promotional Authenticity in the Digital World |
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54 | (13) |
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5 Toward an Ecological Critique of Advertising |
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67 | (16) |
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PART II Ideology Critique |
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6 On the Futility of Advertising Critique: Searching for Alternatives |
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83 | (14) |
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7 Art for Fun and Profit: The Political Aesthetics of Advertising |
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97 | (13) |
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8 Control and the Rhetoric of Interactivity in Contemporary Advertising Theory and Practice |
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110 | (14) |
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9 Captains of Habit Formation: Marketers' Emerging Models of the Consumer Mind |
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124 | (14) |
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10 A Critical Theory of Advertising as Surveillance: Algorithms, Big Data, and Power |
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138 | (17) |
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PART III Critical Textual Analysis |
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11 Signification Advertising and Its Evolution |
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155 | (12) |
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12 Advertising and Photography in a Culture of Photo Sharing |
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167 | (12) |
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13 A Consideration of the Needs, Opportunities, and Challenges for a Critical Advertising Pedagogy |
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179 | (16) |
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PART IV Critical Discursive/Rhetorical Analysis |
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14 Crossing the Borders: A Theory of Hybrid Advertising Formats |
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195 | (13) |
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208 | (13) |
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16 Advertising Ethics: The Bounds of Deceptiveness and the Endless Virtues of Rhetorical Strategies |
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221 | (14) |
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PART V Emotion, Mood, Affect |
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17 The Mood of Information in an Age of Empathic Media |
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235 | (13) |
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18 Affect Theory and Advertising: A New Look at IMC, Spreadability, and Engagement |
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248 | (13) |
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19 A Critique of the Advertising Consumer as "Target": Addressing Advertising's Reflective Audience |
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261 | (14) |
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| List of Contributors |
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275 | (6) |
| Index |
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281 | |
James F. Hamilton is the James Kennedy Professor of New Media, Head of the Department of Entertainment and Media Studies, and Director of the New Media Institute at the University of Georgia, USA. Among his published work is Democratic Communications; Formations, Projects, Possibilities (2009) and Alternative Journalism (2009), co-written with Chris Atton.
Robert Bodle is an Associate Professor of Communication and New Media Studies at Mount St. Joseph University and Adjunct Professor in the Department of Media, Journalism, and Film at Miami University, USA. He served as Co-Chair of the Internet Rights and Principles Dynamic Coalition at the UN Internet Governance Forum, and as a steering committee member of the IRP coalition since 2010.
Ezequiel Korin is a PhD student in the Grady College of Journalism and Mass Communication at the University of Georgia, USA.
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