ISBN-13: 9789058230843 / Angielski / Twarda / 2000 / 300 str.
Providing a critical overview of the existing literature on advertising, together with the results of an extensive research study, this book aims to develop a method for the psychosocial study of all forms of public communication.
The Dynamics of Advertising is indispensible reading for all marketing and media professionals or students who want to know what social scientists have to say about advertising. The book serves three major aims: the first is to provide a thorough and critical review of the now extensive literature on advertsing in sociology and cultural studies; the second is to present the major results of an extensive research study-conducted by the authors at the Centre for Advertising Studies at the University of East London-in which changes in advertisment content over the last fifty years have been analysed; the third aim is to develop a method for the psychosocial study of all forms of public communication, and of other aspects of everyday life, which brings together an understanding of contemporary cultural change with a sensitivity to the profound forces at work within the individual.