Cover image for Ad worlds : brands, media, audiences
Title:
Ad worlds : brands, media, audiences
Author:
Myers, Greg, 1954-
Personal Author:
Publication Information:
London ; New York : Arnold, 1999.
Physical Description:
xiii, 246 pages : illustrations ; 24 cm
Language:
English
Subject Term:
ISBN:
9780340700068

9780340700075
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library HF5823 .M93 1999 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

This book draws upon current work in cultural studies, discourse analysis, and marketing to provide a basis for the study of ads in culture. Challenging the view of advertising as a homogeneous and all-powerful institution, this is a highly readable and entertaining introduction to the ways ads are produced, transmitted, and interpreted.


Reviews 1

Choice Review

Myers (linguistics, Univ. of Lancaster, UK) looks at the way ads are created and how consumers respond to them. Focusing on the power of branding, the role of the media, and the reactions of the audiences to each advertisement, he attempts to find out why some ads work and others do not. In this regard, Myers notes that the "knowingness and skepticism" that audiences have about ads (they often have preconceptions and built-up resistance to them) make it difficult to predict how they will perceive them. In his presentation, Myers points out the differences and similarities between British and American advertising. Much of the book draws from his lectures in an introductory course on culture and communication. Analytical in approach, this work is oriented toward researchers and faculty in communications and marketing. Graduate and research collections. P. G. Kishel; Cypress College


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