Social Communication in Advertising

Introduction -- The development of modern advertising -- From traditional to industrial society -- Advertising in the transition from industrial to consumer society -- Advertising and the development of twentieth-century communications media -- The development of agencies in the bonding of advertising and media -- The structure of advertisements -- Goods as communicators and satisfiers -- Advertising at the end of the twentieth century -- Ushering in the era of demassification -- Late-modern consumer society -- The mediated marketplace -- Mobilizing the culturati in the fifth frame -- Advertising in the twenty-first-century digital age -- Internet, social, and mobile mediated marketplace -- Twenty-first-century promotional and consumer culture -- Issues in social policy -- References -- Index