Social Communication in Advertising

William Leiss is Professor of Policy Studies at Queen's University. Stephen Kline is Professor of Communication at Simon Fraser University. Sut Jhally is Professor of Communications at the University of Massachusetts, Amherst and founder and executive director of The Media Education Foundation. Jacqueline Botterill is a Lecturer at the University of East London.

Preface to the Third Edition
Chapter 1: Introduction
Chapter 2: From Traditional to Industrial Society
Chapter 3: Advertising in the Transition from Industrial to Consumer Society
Chapter 4: Advertising and the Development of Communications Media
Chapter 5: Advertising and the Development of Agencies
Chapter 6: The Structure of Advertisements
Chapter 7: Goods as Communicators and Satisfiers
Chapter 8: Consumer Cultures and Mediated Markets
Chapter 9: Late Modern Consumer Society
Chapter 10: Media in the Mediated Marketplace
Chapter 11: Full Service Agencies: Globalization and unbundling
Chapter 12: Structure and Agency: Tensions at play in advertising design
Chapter 13: The Mobilization of the Yuppies and Generation X
Chapter 14: Negotiated Messaging for Generation X
Chapter 15: Mobilizing the Culturati
Chapter 16: The Fifth Frame
Chapter 17: Issues in Social Policy
Notes
Index