P David Marshall is Chair in New Media, Communication and Cultural Studies at Deakin University, Australia.Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

• Introduction: The Strange Cases of Advertising1. From Production to Consumption: The Rise of Patent Medicines2. Building Consumer Culture: The Department Store and Mail Order Catalogue3. Formation of The Advertising Industry: Camel Cigarettes and Marketing Controversial Products4. Traditional and Ambient Advertising: Targeting Children Through Cereal5. Volkswagen and the Creative Revolution6. The Meaning of Design and Design of Meaning: The IKEA Experience7. Globalization and Advertising: The Case of Nike8. Advertising and Politics: Selling Presidents as Soap9. The Institutionalization of Branding and Branding of Self10. Advertising and Social Action: Dove and Real Beauty11. The Prosumer in Consumer Culture: YouTube and Annoying OrangeConclusion.

P David Marshall is Chair in New Media, Communication and Cultural Studies at Deakin University, Australia.Joanne Morreale is Associate Professor in Media and Screen Studies at Northeastern University, USA.

• Introduction: The Strange Cases of Advertising1. From Production to Consumption: The Rise of Patent Medicines2. Building Consumer Culture: The Department Store and Mail Order Catalogue3. Formation of The Advertising Industry: Camel Cigarettes and Marketing Controversial Products4. Traditional and Ambient Advertising: Targeting Children Through Cereal5. Volkswagen and the Creative Revolution6. The Meaning of Design and Design of Meaning: The IKEA Experience7. Globalization and Advertising: The Case of Nike8. Advertising and Politics: Selling Presidents as Soap9. The Institutionalization of Branding and Branding of Self10. Advertising and Social Action: Dove and Real Beauty11. The Prosumer in Consumer Culture: YouTube and Annoying OrangeConclusion.