By Pamela Odih

ISBN-10: 0761941908

ISBN-13: 9780761941903

This richly illustrated, incisive textual content produces the main whole serious advent to ads tradition. Filling a severe hole within the literature, ads in sleek and Postmodern instances examines the types of shopper subjectivity as a result of of postmodern disruptions in time and area and the importance of advertisements for the identification of latest shoppers. writer Pamela Odih marshals a powerful variety of ancient examples and wealthy illustrations to give an explanation for the socio-cultural improvement of ads all through historical past.

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Extra info for Advertising in Modern and Postmodern Times (Published in association with Theory, Culture & Society)

Example text

But abuses of the system were rife. First, having committed to buying spaces in bulk, the advertiser sometimes struggled to fill them. In these instances, the advertiser could, and often did, approach other agents for clients to fill surplus advertising spaces. This would sometimes be to the client’s detriment. Clients tended to rely upon the agent’s skill in positioning their advertisements in a manner which would maximize customer contacts. When an agent ‘farmed’ among other agents for clients to fill surplus spaces, much of the attention to the client’s account would be readily abandoned.

Virtual reality is clearly beyond concrete linearity and our ways of relating to cyberspace technology rarely take a linear temporal sequence as we allow ourselves to be controlled by its random routines, feeling the ever demanding pressures to provide instant responses to messages. Can it be that postmodern advertising is the drug that truly ties us to a machine-like existence? qxd 3/22/2007 7:08 PM Page 21 Part One Marking Time in the Making of Modern Advertising Part I Commodity culture of Victorian Britain, 1880 Source: Reproduced by permission of The Edinburgh Room.

Advertising was once again colonizing newspaper space but its promotional activities here were of a different kind. Social commentators mused over the persuasive capabilities of advertising, often concluding that advertising success was largely due to an ability to tap into hidden aspects of human character. ). : 15). It had become conventional for lengthy extracts from publishers’ catalogues to be included in the end matter of books. This practice met with some disdain, encouraging one critic to state that book reviews were ‘nothing now but vehicles for the puffing of trash books’ (Stuart, 1889: 4, quoted in Bruttini, 1982).

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Advertising in Modern and Postmodern Times (Published in association with Theory, Culture & Society) by Pamela Odih


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