New textbooks from Arnold:
Ad Worlds: Brands, Media, Audiences, by Greg Myers, Senior Lecturer in
Linguistics, Lancaster University, UK
Publication October 1998 264pp PB 0 340 70007 6 c.£12.99 HB 0 340 70006
8 c.£35.00
AND
Approaches to Audiences, Foundations in Media, edited by Roger Dickinson,
Lecturer, Centre for Mass Communication Research, University of Leicester,
UK, Olga Linné, Senior Lecturer, Centre for Mass Communication Research,
University of Leicester, UK, and Ramaswami Harindranath, School of Cultural
Studies, University of the West of England, UK
Publication October 1998 336pp PB 0 340 69225 1 c.£16.99 HB 0 340
69224 3 c.£45.00
We are offering FREE inspection copies of both these books to academics who
teach courses with 12 or more students in relevant areas. If you wish to see
a copy simply e-mail me: [log in to unmask], with you name, college
address, course details (including number of students). Please quote 81001D
in your message.
Below is a little more information about the books:
Ad Worlds is a readable introduction to the ways adverts are produced,
transmitted and interpreted, drawing on work in cultural studies, discourse
analysis and marketing. It argues that advertising is not monolithic, and
illustrates the complex and unpredictable effects of ads as they travel
through - the client's, the agency's, and the medium's - before ultimately
reaching ours. Challenging the view of advertising as an homogenous and
all-powerful institution, Greg Myers focuses on the interactions that shape
an ad, its circulation, and the responses to it. With each chapter centred
on an analysis of a memorable commercial, the book reveals the author's
genuine enjoyment of ads, their ingenuity and excitement.
•This accessible introduction to the current study of advertising offers a
bridge between academic cultural studies and the nuts-and-bolts
investigation of the advertising process. It has great command over its mass
of material and above all communicates enthusiasm and enjoyment of the
subject.–
Professor Andrew Wernick, Trent University, Ontario, Canada
Contents: Part 1 - Brands / What do ads do? / Signs and brands / Banking,
branding and strategies of address / Globalization and global ads / Part 2 -
Media / Changing the mix / Posters and space / Television commercials,
channels and time / Advertising on the web / Part 3 - Audiences /
Constructing the audience: advertising research / Projecting the audience:
targeting drunk drivers / Protecting the audience: advertising regulation /
Advertising literacy.
Readership: Undergraduates in media and cultural studies, taking courses in
advertising and cultural consumption.
Approaches to Audiences:
The third in a series of internationally acclaimed readers in media and
communication, Approaches to Audiences offers a comprehensive survey of
contemporary academic research along with a brief account of its history and
development. The main themes include social influences, public opinion,
individual impacts and uses, children and young people, cultures of class
and nation, families and households. Each of the three sections presents a
group of key studies on the relevant topic, followed by a specially
commissioned critical analysis written by a distinguished scholar. Audience
research ranges from the study of individual impacts to wider social/global
influences, and students and researchers alike will find this book an
essential up-to-date guide to the state of the field today.
Contents: Introduction / Part 1 - Societies, Masses and publics / Media
effects on national cultures / Agenda Setting / Media, ideology, social
control / Cultivation analysis, Critique / Part 2 - Individuals, impacts and
influences / The media and violence / The media and the child/ Uses and
gratifications / The social psychology of audiences / Part 3 - Cultures,
communities and families / Active audience theory / Groups, classes,
cultures of interpretation / Media and everyday life / National/regional
cultures / Critique.
Readership: Media, communications and cultural studies students from 2nd
year onwards.
Visit Arnold on the web www.arnoldpublishers.com
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
|