Advertising as Communication

`I would not hesitate in recommending this book as a general survey of advertising for students who need initial orientation.' - Journal of Educational Television

• Preface Introduction, What is advertising? Commercial consumer advertising, Mass communications, Public relations 1 The origins and development of advertising 2 The new advertising 3 The new media 4 The effects of advertising 5 What do advertisements mean? 6 Semiotics and ideology 7 The language of advertising 8 The rhetoric of advertising