The Advertising and Consumer Culture Reader

Edited by

Joseph Turow and Matthew P. McAllister

Routledge
Taylor & Francis Group NEW YORK AND LONDON

Contents

Acknowledgments

Joseph Turow and M a t t h e w P. M c A l l i s t e r

GENERAL INTRODUCTION: THINKING AND CONSUMER CRITICALLY ABOUT ADVERTISING CULTURE

PART ONE The Rise of Commercial and Consumer Culture

INTRODUCTION TOPART ONE

9
1 1

Raymond W i l l i a m s
ADVERTISING: THE MAGIC SYSTEM

13

Susan Strasser
THE ALIEN HISTORICAL PAST: CONSUMER PERSPECTIVE CULTURE IN

25

Stuart Ewen
"EDUCATE THE PUBLIC!"

38

PART TWO The Political Economy of Advertising

I N T R O D U C T I O N TO PART TWO

55
57

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CONTENTS

Inger L. Stole
TELEVISEDCONSUMPTION:WOMEN,ADVERTISERSANDTHE EARLY DAYTIME TELEVISION INDUSTRY *

59
!

Ben H. Bagdikian
DR. B R A N D R E T H H A S G O N E TO H A R V A R D

76

Jef I. Richards and John H. Murphy, I I

E C O N O M I C C E N S O R S H I P A N DF R E E S P E E C H : T H EC I R C L E O F M E D I A , A N D C O N S U M E R S C O M M U N I C A T I O N B E T W E E N A D V E R T I S E R S ,

91

M a t t h e w P. M c A l l i s t e r and J . M a t t G i g l i o
THE COMMODITY FLOW OF U.S.CHILDREN'S TELEVISION

110

PART THREE Creating Advertising

INTRODUCTION TO P A R T T H R E E .

129
1 3 1

8 9

Aidan Kelly, Katrina Lawlor, and Stephanie O'Donohoe

ENCODING ADVERTISEMENTS:THE CREATIVE PERSPECTIVE

133 150

Devin Leonard
N I G H T M A R E ON MADISON AVENUE: MEDIA FRAGMENTATION, A L L TROUBLE, RECESSION, FED-UP CLIENTS, TiVo-IT'S I SC A U G H T

A N D T H E A DB U S I N E S S

U PI NT H E W A K E

10

Elizabeth A. Smith and Ruth E. Malone

THE OUTING GAY MEN OFP H I L I P MORRIS: ADVERTISING

TOBACCO TO

159

PART FOUR Ads and Globalization

INTRODUCTION TO P A R T FOUR

171
173

11 12

Maitrayee Chaudhuri
GENDER A N DA D V E R T I S E M E N T S : T H E RHETORIC

175 193

OF GLOBALISATION

Katherine Frith, Ping Shaw, and Hong Cheng

THE CONSTRUCTION ANALYSIS OFBEAUTY: A CROSS-CULT URAL MAGAZINE ADVERTISING OFW O M E N ' S

13

Robert Goldman and Stephen Papson

"JUST DO I T , " B U TNOT O N M Y P L A N E T

207

CONTENTS

vii

PART FIVE Ads and Cultural Meaning

' INTRODUCTION TO P A R T FIVE

223
225

14

James B. Twitchell
REFLECTIONS AND REVIEWS:AN ENGLISH TEACHER LOOKS A T BRANDING

227

15

Michael Schudson
ADVERTISING A SCAPITALIST REALISM

237

16

Eric King Watts and Mark P. Orbe

THE SPECTACULAR AMERICAN CONSUMPTION OF " T R U E " WITH AFRICAN CULTURE: " W H A S S U P "

256

TH E BU D W E I S E R

GUYS?

17

J. Robyn Goodman
F L A B L E S S IS F A B U L O U S : H O W L A T I N A A N D A N G L O W O M E N READ A N D INCORPORATE T H E EXCESSIVELY THIN BODY IDEAL INTO E V E R Y D A Y E X P E R I E N C E

275

PART S I X Ads and Politics

INTRODUCTION TO P A R T S I X .

291
293

18

Greg Dickinson
SELLING DEMOCRACY: C O N S U M E R CULTURE A N D C I T I Z E N S H I P IN T H E W A K E O F S E P T E M B E R 1 1

295

19

Bruce W. Hardy
POLITICAL ADVERTISING I N U SP R E S I D E N T I A L EFFECTS CAMPAIGNS: MESSAGES, TARGETING, AND

312

20

Jose Antonio Vargas

CAMPAIGN. USA: WITH POLITICAL THE INTERNET COMES A NEW "CLICKOCRACY"

328

PART SEVEN Advertising and the Active Citizen

INTRODUCTION TO P A R T S E V E N

335
337

21

Gary Cross
A NEW CONSUMERISM, 1960-1980

339

viii 22

CONTENTS Christine Harold

PRANKING MEDIA RHETORIC: "CULTURE JAMMING" AS ACTIVISM

348

23

Naomi Klein
LOCAL FOREIGN POLICY: STUDENTS A N D COMMUNITIES JOIN T H E FRAY

369

PART EIGHT Ads and the Future

INTRODUCTION TO P A R T EIGHT

381
3 8 3

24

Mark Andrejevic
T H E WORK OF B E I N G W A T C H E D : I N T E R A C T I V E AND T H E EXPLOITATION O F S EL F-D I S CLOS UR E MEDIA

385

25

Joseph Turow ADVERTISERS A N DAUDIENCE AUTONOMY AT T H E E N D OF T E L E V I S I O N Gary Ruskin and Juliet Schor EVERY NOOK A N DCRANNY: T H EDANGEROUS SPREAD OF COMMERCIALIZED CULTURE SutJhally ADVERTISING AT T H EEDGE OF T H E APOCALYPSE Index

402

26

410

27

416

429