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Advertising in Modern and Postmodern Times
- Pamela Odih - Goldsmiths College, UK
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:
This book is a powerful argument that postmodern disruptions in our experiences of advertising have dramatically transformed identity construction.
- 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.
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''
Mapping the Subject of Postmodern Advertising Technology
Sign of the Times
Conclusion
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
