Emily West - The Routledge Companion to Advertising and Promotional Culture

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THE ROUTLEDGE COMPANION TO ADVERTISING AND PROMOTIONAL CULTURE

THE ROUTLEDGE COMPANION TO ADVERTISING AND PROMOTIONAL CULTURE

Edited by
Matthew P. McAllister
Emily West

First published in paperback in 2015

First published 2013
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

2013, 2015 Taylor & Francis

The right of the editor to be identified as the author 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
The Routledge companion to advertising and promotional culture /
Edited by Matthew P. McAllister, Emily West.
pages cm
Includes bibliographical references and index.
1. Advertising. 2. Branding (Marketing) 3. Social media.
I. McAllister, Matthew P. II. West, Emily.
HF5823.R6788 2013
659.1dc23
2012028672

ISBN: 978-0-415-88801-1 (hbk)
ISBN: 978-1-138-77984-6 (pbk)
ISBN: 978-0-203-07143-4 (ebk)

Typeset in Goudy by Swales & Willis Ltd, Exeter, Devon, UK

Emily West dedicates her part of the book to Kevin Taylor Anderson and Gryffith West Anderson.

Matt McAllister dedicates his portion of the book to Donald Mark Garringer and Jeanne L. Hall, two unique souls who fought for the disenfranchised.

CONTENTS

EMILY WEST AND MATTHEW P. MCALLISTER

SECTION I
Historical Perspectives

GARY CROSS

ALISON HEARN

INGER L. STOLE

RICHARD K. POPP

SECTION II
Political Economy

CHRISTINA SPURGEON

JONATHAN HARDY

JOSEPH TUROW

SECTION III
Globalization

JOHN SINCLAIR

KWANGMI KO KIM AND HONG CHENG

CHRISTOPHER A. CHVEZ

MELISSA ARONCZYK

SECTION IV
Audiences as Labor, Consumers, Interpreters, Fans

NICOLE S. COHEN

NEIL M. ALPERSTEIN

ASHLI QUESINBERRY STOKES

SECTION V
Identities

BROOKE ERIN DUFFY

MATTHEW P. MCALLISTER AND CHENJERAI KUMANYIKA

CHRISTOPHER BOULTON

CHARLENE ELLIOTT

SECTION VI
Social Institutions

JAMIE WARNER

SARAH BANET-WEISER

DEVON POWERS

JACQUELINE BOTTERILL

SECTION VII
Everyday Life

CHRISTINE HAROLD

IAIN MACRURY

MARA EINSTEIN

SARA M. GRIMES

SECTION VIII
The Environment

ROBIN ANDERSEN

COLLEEN CONNOLLY-AHERN AND LEE AHERN

JULIET B. SCHOR

FIGURES

TABLES

NOTES ON CONTRIBUTORS

Lee Ahern is Assistant Professor in the Advertising and Public Relations Department in the Pennsylvania State University College of Communications, and Senior Researcher for the Arthur W. Page Center for Integrity in Public Communication. His research focuses on the description, analysis, and ethics of strategic messages, primarily in the context of environmental and health communications. He is Vice Head of the International Environmental Communications Association, and Vice Head of the Communicating Science, Health, Environment and Risk Division of the Association for Education in Journalism and Mass Communication.

Neil M. Alperstein, Ph.D. is a Professor in the Department of Communication at Loyola University Maryland. His research primarily focuses on how advertising enters consumers' daily lives: how it shows up in their dreams, fantasies, and stream of consciousness, as well as imaginary relationships consumers form with celebrities. He is the author of Advertising in Everyday Life (Hampton, 2003). His most recent work employs social comparison theory to understand the way men respond to their depiction in advertising as wolves, werewolves, and cavemen, and literally caught in public with their pants down.

Robin Andersen is Professor of Communication and Media Studies and Affiliated Faculty of Environmental Policy at Fordham University. She is the author of four books and dozens of articles. Her book A Century of Media: A Century of War (Peter Lang, 2006) won the Alpha Sigma Nu Book Award for 2007. Writing about advertising and consumer culture, she is interested in media influences on public opinion, social policy, and environmental issues. She co-edited the two-volume reference Battleground: The Media (Greenwood, 2008). Her other books include Consumer Culture and TV Programming (Westview, 2005) and the anthology Critical Studies in Media Commercialism (Oxford University Press, 2000).

Melissa Aronczyk is Assistant Professor of Communication Studies at Carleton University. Her research addresses topics at the intersection of nationalism and national identity, discourses of globalization, and promotional mechanisms. She is the editor, with Devon Powers, of Blowing Up the Brand: Critical Perspectives on Promotional Culture (Peter Lang, 2010). Her monograph Branding the Nation is forthcoming from Oxford University Press.

Sarah Banet-Weiser is Professor in the Annenberg School for Communication and Journalism and the Department of American Studies and Ethnicity at the University of Southern California. She is the author of The Most Beautiful Girl in the World: Beauty Pageants and National Identity (University of California Press, 1999), Kids Rule! Nickelodeon and Consumer Citizenship (Duke University Press, 2007), and Authentic TM: The Politics of Ambivalence in a Brand Culture (NYU Press, 2012). She is co-editor of Cable Visions: Television beyond Broadcasting (with Cynthia Chris and Anthony Freitas, NYU Press, 2007) and Commodity Activism: Cultural Resistance in Neoliberal Times (with Roopali Mukherjee, NYU Press, 2012).

Jacqueline Botterill is Associate Professor of Communication, Popular Culture and Film at Brock University, Canada. She is the author of Consumer Culture and Personal Finance: Money Goes to Market (Palgrave Macmillan, 2010) and co-author of The Dynamics of Advertising (with Barry Richards and Iain MacRury, Harwood, 2000) and Social Communication in Advertising (with William Leiss, Stephen Kline, and Sut Jhally, Routledge, 2005). She also has authored numerous articles relating to the cultural analysis of marketing, promotion, and economic processes.

Christopher Boulton is Assistant Professor of Broadcast/Convergence in the Department of Communication at the University of Tampa. His research focuses on the intersection of communication and inequality and his teaching combines critical media studies and non-fi ction video production. Before entering the academy, Christopher worked at

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