Social Communication in Advertising (4^th Ed.)
Consumption in the Mediated Marketplace

Newly updated for the digital era, this classic textbook provides a comprehensive historical study of advertising and its function within contemporary society by tracing advertising's influence throughout different media and cultural periods, from early magazines through to social media. With several new chapters on the rise of the Internet, mobile, and social media, this fourth edition offers new insights into the role of Google, Facebook, Snapchat, and YouTube as both media and advertising companies, as well as examining the role of brand culture in the 21st century.

Introduction

Part I: The Development of Modern Advertising

2. From Traditional to Industrial Society

3. Advertising in the Transition from Industrial to Consumer Society

4. Advertising and the Development of Twentieth-Century Communications Media

5. The Development of Agencies in the Bonding of Advertising and Media

6. The Structure of Advertisements

7. Goods as Communicators and Satisfiers

Part II: Advertising at the End of the Twentieth Century

8. Ushering in the Era of Demassification

9. Late-Modern Consumer Society

10. The Mediated Marketplace

11. Mobilizing the Culturati in the Fifth Frame

Part III: Advertising in The Twenty-First-Century Digital Age

12. Internet, Social, and Mobile Mediated Marketplace

13. Twenty-First-Century Promotional and Consumer Culture

14. Issues in Social Policy

William Leiss is Professor Emeritus at Queen's University (Ontario) and research associate, McLaughlin Centre, University of Ottawa, Canada.

Stephen Kline is Professor Emeritus in the School of Communication at Simon Fraser University, Canada.

Sut Jhally is Professor of Communication at the University of Massachusetts and founder and Executive Director of the Media Education Foundation.

Jacqueline Botterill is an Associate Professor in Communication at Brock University where she teaches and researches in the areas of promotional and consumer culture.

Kyle Asquith is an Assistant Professor in the department of Communication, Media and Film at the University of Windsor, Canada.