P David Marshall - Advertising and Promotional Culture

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P David Marshall and Joanne Morreale

Advertising and Promotional Culture Case Histories

P David Marshall

School of Communication and Creative Arts, Deakin University, Burwood, Victoria, Australia

Joanne Morreale

College of Arts, Media and Design, Northeastern University, Boston, Massachusetts, USA

ISBN 978-1-137-02623-1 e-ISBN 978-1-137-02625-5

https://doi.org/10.1057/978-1-137-02625-5

The registered company address is: The Campus, 4 Crinan Street, London, N1 9XW, United Kingdom

A catalogue record for this book is available from the British Library.A catalog record for this book is available from the Library of Congress.

The Editor(s) (if applicable) and The Author(s) 2018

The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988.

This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.

No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 610 Kirby Street, London EC1N 8TS.

Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages.

9781137026255

This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin.

First published 2018 by

PALGRAVE

Palgrave in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of 4 Crinan Street, London, N1 9XW.

Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries.

ISBN 9781137026248 hardback

ISBN 9781137026231 paperback

Acknowledgments

From its inception, this project has been an incredible collaboration. The value and direction of this book was originally built from our shared experiences of teaching an advertising course at Northeastern University in Boston and then Davids experiences of rearticulating that work in a course at Deakin University in Melbourne, Australia. We both saw the need for developed and historically nuanced case studies that helped us better identify the way that advertising works, particularly where it has drawn on its past for its future and for where advertising has genuinely developed new approaches for promotion and communication. We want to thank our institutions, schools, and departments for their support of our thinking, research, and teaching in this area for over more than a decade.

In addition, we would also like to thank the many people who have helped with getting the ideas behind this book into tangible and presentable case histories. Praba Bangaroo, Adriana Szili, and Meylani Yo contributed research assistance to exploring particular companies. Dr Gerti Szili has been a valued editor and reader to ensure we effectively made connections between and among our chapters. Cassondra Dolan has helped find, procure, and display the very important advertising images contained in the text. Without the support of the editorial team at Palgrave Macmillan this final outcome would not have been realized. We want to thank in particular Jenna Steventon and Nicola Cattini for their resolute support for the value of the book, along with Lloyd Langman and Rebecca Barden for their work in the earlier incarnations of the book as a proposal and as a few model chapters.

David: I would also like to thank my family Paul, Julia, Zak, and Erin for their very valued support and their insights into the contemporary attention economy. In addition, I would like to thank my wonderful and beautiful wife Sally for all her love, encouragement, listening and invaluable advice that have helped in inestimable ways in the completion of this book and so much more.

Joanne: Id like to thank Emma and Isabel for their support throughout the various stages of this project. Im fortunate to have two smart and insightful daughters who love ideas, and I appreciate our many conversations about contemporary culture. And I couldnt have written this book without my husband, Richard, who has managed to keep me amused with his wit, engaged by his intellect, and grateful for his love for more than 30 years.

P. David Marshall

Deakin University,

Melbourne, Australia

Joanne Morreale

Northeastern University,

Boston, MA

The authors and publishers would like to thank the copyright holders for permission to reproduce the following copyrighted material:

• Figure 3.1 Wanamakers trade card, undated, which is courtesy of Historic New England.
• Figure 11.1 Adbusters parody of Obsession advertisement, which is reprinted with permission from Adbusters Media.

Contents

List of Figures vii

Acknowledgments ix

Conclusion

References

Index

List of Figures

The Author(s) 2018

P David Marshall and Joanne Morreale Advertising and Promotional Culture

1. Introduction: The Strange Cases of Advertising

P David Marshall 1 and Joanne Morreale 2

(1)

School of Communication and Creative Arts, Deakin University, Burwood, Victoria, Australia

(2)

College of Arts, Media and Design, Northeastern University, Boston, Massachusetts, USA

P David Marshall (Corresponding author)

Email:

Joanne Morreale (Corresponding author)

Email:

This book is about advertising. It addresses through rich case histories how advertising has developed and changed over time. Advertising is an interesting phenomenon. It is clearly a form of media and communication, but it also identifies, often in the most creative way, how economic motivations work their way through our media forms. Moreover, perhaps more than any other media and communication form, advertising has had to adjust and insinuate itself into the new spectrum of how media works in the era of online and mobile culture.

In contrast to a great deal of recent scholarship in media and communication which has focused on change and transformation (see for example Merrin 2015; Gauntlett ), our study looks for the longer trajectories of how advertisings varied messages have been incorporated into culture. In the ever-changing media and culture-scape, it is vitally important to identify what has appeared in the past and how that patterning of media helps us understand what is developing in the present. All is not new, and it is important to not allow the overextended discourse of innovation to overwhelm our understanding of what parts of our cultural activity have a longer arc, have occurred in previous eras and have perhaps informed the constellation of newness that we allow to envelope our interpretations.

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