James F. Hamilton - Explorations in Critical Studies of Advertising

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Explorations in Critical Studies of Advertising

This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but also develop a theoretical argument.

James F. Hamilton is the James Kennedy Professor of New Media, Head of the Department of Entertainment and Media Studies, and Director of the New Media Institute at the University of Georgia, USA. Among his published work is Democratic Communications; Formations, Projects, Possibilities (2009) and Alternative Journalism (2009), co-written with Chris Atton.

Robert Bodle is an Associate Professor of Communication and New Media Studies at Mount St. Joseph University and Adjunct Professor in the Department of Media, Journalism, and Film at Miami University, USA. He served as Co-Chair of the Internet Rights and Principles Dynamic Coalition at the UN Internet Governance Forum, and as a steering committee member of the IRP Coalition since 2010.

Ezequiel Korin is a PhD student in the Grady College of Journalism and Mass Communication at the University of Georgia, USA.

Routledge Research in Cultural and Media Studies

For a full list of titles in this series, please visit www.routledge.com

88 Advertising and Public Memory
Social, Cultural and Historical Perspectives on Ghost Signs
Edited by Stefan Schutt, Sam Roberts and Leanne White

89 Postfeminist Celebrity and Motherhood
Brand Mom
Jorie Lagerwey

90 Technologies of Consumer Labor
A History of Self-Service
Michael Palm

91 Performing Ethnicity, Performing Gender
Transcultural Perspectives
Edited by Bettina Hofmann and Monika Mueller

92 Materiality and Popular Culture
The Popular Life of Things
Edited by Anna Malinowska and Karolina Lebek

93 Girlhood, Schools, and Media
Popular Discourses of the Achieving Girl
Michele Paule

94 The Creative Underground
Arts, Politics and Everyday Life
Paul Clements

95 Subjectivity across Media
Interdisciplinary and Transmedial Perspectives
Edited by Maike Sarah Reinerth and Jan-Nol Thon

96 The Rise of Transtexts
Challenges and Opportunities
Edited by Benjamin W.L. Derhy Kurtz and Mlanie Bourdaa

97 Explorations in Critical Studies of Advertising
Edited by James F. Hamilton, Robert Bodle, and Ezequiel Korin

First published 2017
by Routledge
711 Third Avenue, New York, NY 10017

and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

2017 Taylor & Francis

The right of the editors to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data
CIP data has been applied for.

ISBN: 978-1-138-64952-1 (hbk)
ISBN: 978-1-315-62576-8 (ebk)

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For Cynthia (James)
For Jenn (Robert)
For Ana & Emiliana (Ezequiel)

James F. Hamilton and Robert Bodle

This edited collection is prompted by the pressing need for a thoughtful and wide-ranging exploration of approaches to the critical study of advertising, which have been established through decades of scholarly work and commentary. Granting a number of valuable efforts ranging from single articles (Harms and Kellner 1991; Duffy 1994; McAllister and Smith 2012) to book-length and multivolume overviews and collections of classic readings (MacRury 2009; Turow and McAllister 2009; Moeran 2010; McAllister and West 2013; Wharton 2015), few areas of media research are as lacking in sustained critical reflection (McFall 2004), unlike similar topic areas such as critical approaches to marketing (Tadajewski and Cluley 2013).

Engaging in reflexive (re)evaluation is particularly necessary now, because of the extent to which current and impending practices of advertising seem to exceed the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. The mass-culture thesis of social criticism, the culture-industry thesis of the Frankfurt School, theses of cultural imperialism, of semiotic criticism, and of simulacra (to name just a few) emerged at a time of and are premised upon advertising and media institutions, technologies, and practices up through the 1980s, which were comparatively nationalized as well as highly centralized, professionalized, and routinized.

However, the degree to which such characteristics describe advertising/media institutions, technologies, and practices today is increasingly in doubt. Indeed, even industry commentators claim with increasing frequency (granting some hyperbole) that, in the words of one, advertising as we know it has come to an end (Inamoto 2013). Some reasons for such a claim include:

The expansion of advertising and promotion into ever-broader realms of society and experience

The accelerating convergence and commercialization of here-to-fore discrete media industries, technologies, practices, and texts

A growing digitally driven advertising ecosystem with an increasing dependence on marketing research for improving efficiency and value

Consumer behavior tracking across ubiquitous computing environments in order to profile and thus personalize ad content

Data-driven targeting, marketing, and consumer response, which raises to qualitatively different levels long-standing issues of privacy, autonomy, and the production of experience

The steady incorporation of user activity in the forms of mobile media and social media, which renders less and less adequate binary conceptions of rank manipulation by an elite or of the implications of advertising as ones solely of false consciousness, misinformation, and the like

To acknowledge the growing need to grapple with these changes and thus confront critical approaches themselves as radically historical, this edited collection explores a variety of critical approaches to advertising in the context of current and anticipated future conditions. This book provides in-depth discussion and application of existing perspectives as well as insights into some key emerging perspectives. To maintain the relevance of this collection beyond this historical moment, chapters pay as much attention to the perspectives themselves and to their antecedents, varieties, and strengths as to their limitations. But, in doing so, many chapters address a variety of concrete examples, thus drawing on existing research while presenting new findings where relevant.

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