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AS/HY2236 US Media |
Lecture 10
Advertising
1.
Introduction
2. Advertising and Modernity
a. Culture of Consumption
b. Two Major Functions of
Advertising
3.
The Emergence of Modern Advertising
a.
Trade Cards
b. Celebrity
Endorsements
4. The Image as Trademark
a. Betty Crocker
b. Aunt
Jemima
5. Selling the Product
a. Third
Person Advertising
b. Sex Sells
6. Selling Youth - Selling Rebellion
7. Conclusion
Reading:
Joseph Turow, Media Today: An Introduction to Mass Communication (New
York: Routledge, 2011), Fourth Edition. Chapter Fifteen
Additional Reading:
Gordon, Ian. “Advertising,” in Encyclopedia of American Studies, (New
York: Grolier, 2001) and “Culture of Consumption,” and "Cultural Symbols," in
The Encyclopedia of Advertising (Chicago: Fitzroy Dearborn, 2002).
Optional
Additional
Cross, Gary S. An All-Consuming
Century: Why Commercialism Won in Modern America. New York: Columbia
University Press, 2000.
Elliott, Stuart. "Advertising: Site Offers Everything About Brands in the
Internet Age," New York Times, April 6, 2001.
Web Version
Elliott, Stuart. "Sears to Focus on Variety, Not Price," New York Times
(August 21, 2001)
Web
Version
Farrell, James J. One nation under goods:
malls and the seductions of American shopping. Washington, D.C.:
Smithsonian Books, 2003.
Fass, Allison. "Brann Worldwide Adds an Asian Marketing Capability," New York
Times (August 22, 2001)
Web
Version
Fox, Stephen R. The Mirror Makers: A History of American Advertising and Its
Creators. New York: Morrow, 1984.
Frank, Thomas. The Conquest of Cool: Business Culture, Counterculture, and
the Rise of Hip Consumerism. Chicago: University of Chicago Press, 1997.
Marchand, Roland. Advertising the American Dream: Making Way for Modernity,
1920-1940. Berkeley: University of California Press, 1985.
Pope, Daniel. The Making of Modern Advertising. New York: Basic Books,
1983.
Michael Schudson, Advertising, The Uneasy Persuasion: Its Dubious Impact on
American Society (New York: Basic Books, 1984).
Juliann Sivulka, Soap, Sex, and Cigarettes: A Cultural History of American
Advertising (Belmont, CA: Wadsworth Pub. Co., 1997).
Zukin, Sharon Point of purchase: how shopping changed American culture.
New York: Routledge, 2004.
DVD
The Merchants of Cool. [Advertising] Producer, Barak Goodman and Rachel
Dretzin ; Director, Barak Goodman. New York: PBS Video, 2000.
Last update May 26, 2012 © National University of Singapore - Department of History
Contact: Ian Gordon