This unique collection of essays explores postmodern American culture and the shaping influence of advertising. Using contemporary theory, the authors present a wide variety of perspectives on advertising's methods, language, and cultural effects. Topics include the myths and promises of advertising, the selling of racial and gender stereotypes, the construction of corporate images, the postmodern discourse of advertising, its literary techniques, and its persuasive strategies. This scholarly approach to advertising will be of interest to students and scholars in the fields of communication, cultural studies, and popular culture.
MARY CROSS is Associate Professor of English at Fairleigh Dickinson University. She is the author of Persuasive Business Writing (1987) and Henry James: The Contingencies of Style (1993), and is a former advertising copy chief.
Introduction Reading Television Texts: The Postmodern Language of Advertising by Mary Cross When Foreign Sells: Exotica in American TV Ads of the eighties and nineties by Elise Salem Manganaro Some Versions of the Pastoral: Myth in Advertising; Advertising as Myth by Martin Green "We Bring Good Things to Life"/"We're Always There": The AdWorld of GE by Harry Keyishian Love and Liqueur: Modernism and Postmodernism in Advertising and Fiction by Walter Cummins Man Has Fallen and He Can't Get Up: An Essay on Postmodernism and Advertising by Roger Koppl Burroughs and Advertising: Fractured Language, Fractured Time, Fractured Image by Michael B. Goodman The Selling of Gender Identity by Judith Waters and George Ellis Advertising as Educator by Donald W. Jugenheimer The Betrayal of the Media by Chester St. H. Mills and Rebecca A. Chaisson Selected Bibliography Index