The Routledge Companion to Advertising and Promotional Culture PDF
Preview The Routledge Companion to Advertising and Promotional Culture
THE ROUTLEDGE COMPANION TO ADVERTISING AND PROMOTIONAL CULTURE This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present. Emily West is a professor of communication at the University of Massachusetts Amherst. Her research focuses on promotion, technology, and culture. She is the author of Buy Now: How Amazon Branded Convenience and Normalized Monopoly (2022) and co-editor of the first edition of The Routledge Companion to Advertising and Promotional Culture (2013). Her research has appeared in journals including Surveillance & Society, International Journal of Communication, and Journal of Consumer Culture. Matthew P. McAllister is a professor of communications and WGSS at Penn State. His research focuses on political economy of media and critiques of commercial and popular culture. He is the co-editor of the first edition of The Routledge Companion to Advertising and Promotional Culture (with Emily West, 2013) and The Advertising and Consumer Culture Reader (with Joseph Turow, 2009). THE ROUTLEDGE COMPANION TO ADVERTISING AND PROMOTIONAL CULTURE Second Edition Edited by Emily West and Matthew P. McAllister Designed cover image: © Pixabay photos Second edition published 2023 by Routledge 605 Third Avenue, New York, NY 10158 and by Routledge 4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2023 selection and editorial matter, Emily West and Matthew P. McAllister; individual chapters, the contributors The right of Emily West and Matthew P. McAllister to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks and are used only for identification and explanation without intent to infringe. First edition published by Routledge 2013 ISBN: 978-0-367-64510-6 (hbk) ISBN: 978-0-367-64512-0 (pbk) ISBN: 978-1-003-12487-0 (ebk) DOI: 10.4324/9781003124870 Typeset in Bembo by Apex CoVantage, LLC Emily West dedicates her portion of the book to her father, Richard P. West. Matt McAllister dedicates his portion of the book to his much-missed sister, Janice Chamberlin, and doctoral advisor, D. Charles (Chuck) Whitney. CONTENTS List of Figures xi List of Tables xii Notes on Contributors xiii Acknowledgments xviii 1 Introduction 1 Emily West and Matthew P. McAllister SECTION I Historical Perspectives on Advertising and Promotion 9 2 Origins of Modern Consumption: Advertising, New Goods, and a New Generation, 1890–1930 11 Gary Cross 3 “Sentimental ‘Greenbacks’ of Civilization”: Cartes de Visite and the Prehistory of Self-branding 22 Alison Hearn 4 The Relationship Between US Advertising and Popular Culture: Four Historical Threads 35 Matthew P. McAllister and Litzy Galarza 5 Subscriptions as Surveillance: Mailing Labels, Punch Cards, and the Roots of the Digitized Audience 48 Richard K. Popp vii Contents SECTION II Promotional Industries 61 6 The Past, Present, and Future of Internet Personalization in Service of Advertising 63 Joseph Turow 7 Promotional Convergence and Political Economic Critique: Assessing Integrations Across Media and Advertising Industries 74 Jonathan Hardy 8 Regional Trends in Global Advertising 88 John Sinclair 9 How the Advertising Industry Approaches Legal Cannabis: A Trade Press Analysis 101 Kyle Asquith SECTION III Advertising Audiences 113 10 Social Media and Audience Commodification: Toward an Applied Theory 115 Matthew Crain and Nicole S. Cohen 11 Model Consumers: Numerical and Normative Constructions of Hispanic Consumers 126 Lee McGuigan and Marcel Rosa-Salas 12 Promotional Culture, Tastes, and Teenagers: Navigating the Interplay Between Food Marketing, Monitoring, and “Teen Food” 135 Charlene Elliott SECTION IV Advertising Identities 147 13 Selling Cuba: Havana Club Advertising and the Practice of Cultural Mediation 149 Christopher Chávez 14 Adventures in Hypermediated Hyperreality, or What Happens When Nations Become Brands 162 Nadia Kaneva viii Contents 15 Streaming Nationalism, Advertising Localization: Netflix Türkiye Advertisements 174 Yeşim Kaptan 16 Milleniage Advertising: Reconceptualizing Advertising and Its Role in Forming Social Identities 187 Kevin Thomas and Jess A. Vega-Centeno 17 Contour of Masculinity: Reading Bros in Popular Culture and Fashion Branding 197 Myles Ethan Lascity SECTION V Advertising and/in Crisis 209 18 From Cause Marketing to Activist Branding: There’s No Sitting Out in the Age of Covid, #BLM, and Assaults on Democracy 211 Mara Einstein 19 #Wearetogether: University Branding in the Time of COVID and Black Lives Matter 224 Sarah Banet-Weiser and Azsaneé Truss 20 “The Show Must Go On”: Thematic Representations of Hyper- commercialism and Spending as a Public Service Amid COVID-19- Related Advertisements 234 Janelle Applequist 21 Native Advertising in Digital News Contexts: Perpetuating the Twenty- first Century Infodemic 248 Michelle A. Amazeen 22 Normal Accidents in the Digital Age: How Programmatic Advertising Became a Disaster 261 Joshua A. Braun SECTION VI Promotion and Politics 275 23 United We Shop: Black Beauty Advert-ism and the Business of Social Justice 277 Timeka N. Tounsel ix
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