Advertising Texts


A Gentleman and a Consumer
By Diane Barthel. "...advertisements are helping to legitimate the use of beauty products and an interest in fashion for men..."
A New Marketing Paradigm for Electronic Commerce
Keywords: computer-mediated environments, World Wide Web, marketing on the Internet, the marketing concept and corporate strategy
Academy of Marketing Science Review (AMS Review)
Advertising & Society Review (U. Iowa ID required)
Articles on "interdisciplinary scholarship about advertising and its relation to society, culture, history, and the economy…." Full text available for subscribing institutions & individuals.
Advertising and Your Child
A Publication of the Council of Better Business Bureaus, Inc. Children's Advertising Review Unit.
Advertising in the Age of Hypersignification
by Robert Goldman and Stephen Papson. Reprinted from Theory, Culture & Society :11:3 (August 1994) pp. 23-53.
Advertising in the Schools
A 1995 article by Amy Aidman, Ph.D., from the ERIC digest.
American Advertising Goes to War
Selling Brand USA to a Hostile World - collection of articles.
American Women and the Making of Modern Consumer Culture
Kathy L. Peiss, professor of history at U. Massachusetts delivered this lecture in 1998. Reproduced in The Journal for MultiMedia History 1:1 Fall 1998.
An Overview of Advertising - Richard F. Taflinger
You may have to overide the background file to read this paper. In Netscape, pull down options menu, choose General Preferences and go to either color or appearance, click on "always use mine."
Armored Knight of the 20th Century
Advertisers exploit the Archetypes! by Robert Lawlor. "One example that greatly affects male sexuality and self-identity is the exploitation of the male archetype of the Armored Knight: the warrior who wins self-esteem and feminine favors through defeating and injuring others."
Association for Consumer Research, The
Washington State University in Vancouver provides full text articles. No browsing, you must use search engine to find & view articles.
Beaned by the Sales Pitch: Confronting the Menace of Marketing (PDF)
"Marketing in the colloquial sense has become not just a tool for product promotion or the study of consumer tastes, but a mode of thinking to which people everywhere default. " -- Patrick O'Hannigan
Bibliography of Advertising & Society, 1980-2000 (U. Iowa ID required)
A special issue of Advertising & Society Review 2:1 "a comprehensive listing of journal articles, books, and theses that treat advertising from a social scientific or humanistic perspective."
Book says 'big brother advertising is watching
When people one thousand years from now look back at the waning years of 20th-century America, will they think of poet Toni Morrison? Composer Ezra Laderman? Philosopher Willard Van Orman Quine?-or will they think Nike shoes, Calvin Klein jeans, and White Diamond perfume?
Branding and Bonding Beyond the Banner
Remarks by Denis F. Beausejour, Vice President-Advertising, Worldwide, The Procter & Gamble Companyat the Spring '98 Ad-Tech Conference, May 7, 1998. He talks about three things: "  1.Why Procter & Gamble wants to establish a leading presence as a digital consumer marketing company.  2.Why we're not more heavily invested in the web today. And,  3.What we believe needs to be done to capture the full potential of the web as a key media choice in P&G's marketing plans.
Branding and Symbolism
A series of articles by John Fraim, a former marketing executive and founder of the consulting and research firm, The GreatHouse Co. that specializes in the area of symbolism of popular culture.
Captive Kids A Report on Commercial Pressures on Kids at School
A two-page summary of a report prepared for Zillions: For Kids from Consumer Reports, published by Consumers Union Educational Services.
"The Changing Nature of Consumer Goods Marketing & Sales"
by Professor John M. McCann, Fuqua School of Business, Duke University on "the demise of mass marketing as the primary marketing philosophy of consumer goods firms."
Combatting Advertising Decline in Magazines During WWII: Image Ads Promoting Wartime Themes and the War Loan Drives
by Ed Adams [WJMCR 1:1 December 1997] "The impending advertising trend appeared so threatening to agencies that ad executives mobilized and formed the Advertising Council in 1942 to respond to the shocks prompted by the advent of World War II.4 The Ad Council began a campaign to promote advertising as a way to maintain company image in the minds of consumers during a time of shortage and rationing. "
Commercial Closet
Devoted to advertising pitched to and/or featuring gay, lesbian, bisexual or transgender populations. "The project is not activist in nature, but educates the business world as a peer through journalism, public relations, public speaking, and an interactive virtual museum collection of 1,500+ ads from around the world since 1917. Veteran ad and media journalist Michael Wilke and a board of industry professionals carry out its mission."
Commercial Scenarios for the Web: Opportunities and Challenges
Donna L. Hoffman , Thomas P. Novak , and Patrali Chatterjee Owen Graduate School of Management Vanderbilt University. This paper explores the role of the Web as a distribution channel and a medium for marketing communication, examines the factors leading to the development of the Web as a commercial medium, and discusses barriors to commercial growth of the Web.
Conspiracy of Heretics (HotWired)
Joel Garreau, on the Global Business Network. "The Global Business Network was founded in 1988 as a think tank to shape the future of the world. . . . [Jay] Ogilvy is one of five white men of a certain age who, in 1988, created a company/think tank/men's club whose explicit purpose is to shape the future of the world."
Corporate Identity, Corporate Branding and Corporate Marketing: Seeing Through the Fog (PDF)
John M.T. Balmer, European Journal of Marketing 35, 3/4.
Don't Hate Me Because I'm Beautiful
A Commercial in Context by Gerald Grow. "In analyzing a single line on a single television commercial, the author seeks to provide the most fundamental requirement for interpreting meaning: a context that makes sense of it.
The Evolution of Desire in Advertising: From Object-Obsession to Subject-Affection
"Desire has traditionally been employed by advertising as a means of selling product. Regardless of culture, more powerful than context, desire is invoked as one of capitalism's iron-clad codes of quality. "Todd Joseph Miles Holden, M/C: A Journal of Media and Culture 2, no. 5 (1999)
Feminism, Feminity, and the "Beauty" Dilemma: How Advertising Co-opted the Women's Movement." (PDF)
A paper by Dr. Steve Craig that gives a short but fair and accurate overview of early feminist positions vis a vis advertising and beauty products then moves on to describe the process by which the ad industry successfully co-opted feminism for/to it's own profit. See Also: Madison Avenue versus The Feminine Mystique"
Fetishsizing the Communication Gap: The AT&T "Vietnam" Commercial
"The commercial turns the communication gap between Vietnam veterans and their children into an object of fetishization that is condescended to, beautified, and sold for profit." Megan Shaw and Robert Shaw, Bad Subjects, Issue #41, December, 1998.
Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?
"The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising." John Fraim, M/C: A Journal of Media and Culture 3, no. 1 (2000),
Full of It
Is Calvin Klein embracing a larger view of what constitutes beauty? Fat chance. - Michelle Goldberg in Salon (1999).
Gender Advertisements Revisited: A Visual Sociology Classic?
"The fate of Goffman's Gender Advertisements in the sociological literature is reviewed nearly two decades after its original publication." --Greg Smith
Gender-Differentiated Production Features in Toy Commercials
Daniel Chandler and Merris Griffiths conducted this content analysis of toy advertisments on British television. Published in Journal of Broadcasting & Electronic Media 44(3) [Summer 2000]: 503-520. [Also available here]
Gilder Articles Index
This series of articles by George Gilder provides some interesting background that may help prepare readers to better understand and place in proper perspective, the concepts and technologies related to what the popular press has chosen to label "The National Data Super Highway."
High Stakes in Cyberspace
Examining marketers' and advertisers' dreams for the Internet. Transcript of a PBS Frontline program. "Since our program was first broadcast in October 1995 the astounding growth of the Web has been just as "Cyberthinkers" like Paul Saffo, Stewart Brand and Jim Clark predicted. Much of what they told Frontline couldn't fit our broadcast report (there were 1500 pages of interviews for the documentary) we're happy we can present the fuller interviews here."
How Media Directors View Traditional and Interactive Media Planning
Paper presented at the 2001 Annual Conference, the American Academy of Advertising by Hyo-Gyoo Kimm and John D. Leckenby. "Comparisons show that Media Directors still consider reach and frequency to be the keystones of media planning as they did in 1981 and 1993. However, there is considerable dissatisfaction among these directors regarding the available knowledge about how to plan for interactive media, especially the Internet."
How Data Mining can Help Advertising Management
Working paper by Seokmin Hong and John D. Leckenby, University of Texas at Austin. "The distinguishing characteristic of data mining is the application of techniques and rules designed to extract information from very large databases.  These databases are often developed in the course of ordinary business both online and offline.  This paper addresses the question of the relevance of data mining techniques to the field of advertising management."
Illustrated Glossary for a Critical Semiotics of Advertising
"This illustrated glossary draws on the power of hyperlinking to present some of the interrelated concepts that form the basis of our critical approach to the study of advertising and semiotics." --Dr. Robert Goldman, Lewis & Clark University.
'I'm Your Venus'/'You're a Rake': Gender and the Grand Narrative in Japanese Television Advertising
"…a study of Japanese television ads demonstrates that, at least as far as this particular medium in this particular cultural context goes, fraying of the unity in the gender narrative is far from the case. In this paper I would like to sort through the evidence, showing some of the ways in which the narrative relative to men and women does or does not hold together in TV advertising in the late 1990s." --Todd Joseph Miles Holden
Internet and the Future of Marketing
An interactive examination of the changes in marketing that parallel the developement of the internet. By Brady M. Nemmers and Christina R. Kreger
Internet Spawns Cottage Industry: Upstart advertising agencies surf Madison Avenue
Internet Spawns Cottage Industry Upstart advertising agencies surf Madison Avenue Michelle Quinn, Chronicle Staff Writer San Francisco Chronicle - Monday, June 12, 1995, page B1
Issaquah Miracle
First published in Forbes ASAP, June 7, 1993. It is a portion of George Gilder's book, Telecosm
Journal of Advertising
This academic journal focuses on "the development of advertising theory and its relationship to advertising practices and processes". Abstracts of articles, calls for papers, etc.
Locus of Control and Interactive Advertising
Paper presented at the 2001 Annual Conference the American Academy of Advertising by Dongyoung Sohn and John D. Leckenby. " Results of the study of 121 individuals recruited online and who completed an online questionnaire show that perceived interactivity of the Internet can be partially explained by the locus of control variable."
'Little elves and mind control: advertising and its critics'
Helen Irving's 1991 article in Continuum: The Australian Journal of Media   Culture vol. 4 no 2 "My concern is the theoretical approach of left critics, and their use of the concepts of false and true needs in particular...."
Marketing 'Mind Mechanics': Decoding Antidepressant Drug Advertisments
by Robert Goldman and Michael Montagne, reprinted from Social Science & Medicine 22:10 pp. 1047-1058, 1986
Marketing Bulletin
Journal from Massey University, New Zealand. "Established in 1990, the Marketing Bulletin is a refereed journal that provides a forum for disseminating ideas and information relating to the theory and practice of marketing and marketing research. All articles are blind reviewed."
Madison Avenue versus The Feminine Mystique: How the Advertising Industry Responded to the Onset of the Modern Women’s Movement (PDF)
With gendered products, the basic characteristics of the goods are acceptable by either sex, but the visible design features, advertising, promotion, and perhaps distribution of the product are modified to include symbols which identify it mainly or exclusively with one sex." --Steve Craig
New Rule of the Wireless
Another portion of George Gilder's book, Telecosm  first published in Forbes ASAP, March 29th, 1993. It is a portion of George Gilder's book, Telecosm, which will be published in 1996 by Simon & Schuster, as a sequel to Microcosm, published in 1989 and Life After Television published by Norton in 1992.
On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric
by Edward F. McQuarrie and David Glen Mick - This paper appeared in the September 1992 issue of the Journal of Consumer Research.
Political Advertisments Articles
A collection of articles about political ads
Product Placement as a Marketing Took in Film and Television (PDF)
An introductory overview by H. Ronald Moser, Layne Bryant and Katie Sylvester, Middle Tennessee State University
Selling Masculinities, Selling Femininities: Multiple Genders And The Economics of Television (PDF)
Steve Craig - originally published in The Mid-Atlantic Almanack, Volume 2, (1993), pp. 15-27. "… commercials are designed to take maximum advantages of gender specific fantasies, myths, and fears."
Sell! Buy! Semiolinguistic Manipulation in Print Advertising
"Print advertising often involves manipulation of linguistic structures and forms to achieve the suasion. The author conducts a linguistic and communicational semiotic analysis of this type of manipulation by means of a linguistic foregrounding framework." --Alan C. Harris, Ph.D., Associate Professor, Communication and Linguistics, California State University, Northridge
Shift in Women's Sports Advertising
"Gender markers are desperately maintained in women's sports advertising through the images, text, and ideology. Recently, cutting edge advertisers such as Nike, are distinguishing themselves by not relying on these codes, however the majority of this advertising relies heavily on these codes."
Sign: Signifier: Signified
A transcript and Realaudio version of a radio program introducing semiotic analysis of advertisments and other media. Produced by Michael Dwyer and featuring Daniel Chandler.
"So Rich, Mild, and Fresh": A Critical Look at TV Cigarette Commercials: 1948-1971 (PDF)
By Steve Craig, professor at the University of North Texas, with Terry Moellinger, originally published this article in the Journal of Communication Inquiry 25:01, 2001, pp. 55-72.
Stewart Brand on the "gift economy" of the Internet
Interviewed June 15, 1995 in San Francisco, California. Brand is the founder of the WELL, a popular online service in San Francisco, and a pioneer of the electronic frontier. He describes the Internet as a "gift economy" in which success means "giving away content. . . and this is treated as advertising so then what actually do you get paid for? You get paid for other things that emerge later."
Taking ADvantage by Richard F. Taflinger
You may have to change Netscape options to view this file. Pull down Options on the menu and choose General Preferences/Colors or Appearance - change to "Always Use Mine."
Thoughts about the Future of Advertising Education
A white paper by the faculty of the Department of Advertising, College of Communication, The University of Texas at Austin. "Topics ranging from past problems in advertising education to specialized issues in degree-level programs and the unique opportunities posed by certain curricular areas are covered here, as well as the very practical and pressing challenges in funding advertising education. We explore the issues inherent in teaching contemporary media usage and impact, creative and account planning strategy, critical and consumer studies, and integrated marketing. A special emphasis is given to the opportunities and challenges of the Internet and its impact on advertising."
"'Torches of Freedom': Themes of Women's Liberation in American Cigarette Advertising." (PDF)
A paper by Dr. Steve Craig, presented at the Southwest/ Texas Popular Culture Association Convention, February, 1999.
Toward a Critical Theory of Advertising
By John Harms (Southwest Missouri State) and Douglas Kllner (UT at Austin) in Illuminations
Upstart Advertising Agencies Surf Madison Avenue
"Internet Spawns Cottage Industry: Upstart Advertising Agencies Surf Madison Avenue" Michelle Quinn, Chronicle Staff Writer San Francisco Chronicle - Monday, June 12, 1995, page B1
Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding (PDF)
Douglas B. Holt in the Journal of Consumer Research "builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects.
Women's Bodies in Sports Ads
Apparently* produced by Professor of Sociology Robert Goldman for a class he teaches at Lewis & Clark College on American Advertising and the Science of Signs. *It took a great deal of Web detective work to find the uncredited author of this site but you can view other articles by Dr. Goldman of a similar nature here
World of The World of Coca-Cola, The
By Ted Friedman. Originally appeared in Communication Research, 19:5, October 1992, pp. 642-662. "[The] World of Coca-Cola is the place where the Coca-Cola Corporation can pull together under one roof the many meanings that have been made of Coca-Cola over 105 years, and forge them into an official history of Coca-Cola, and an official Coca-Cola ideology."