Advertising in Everyday Life by Neil Alperstein

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"Advertising, whether we like it or not, is an integral part of our everyday lives. As a result of those 1,500 or so advertisements that are paraded in front of our eyes each day, we as consumers develop tactics to deal with the overwhelming nature of the ""big sell."" Such tactics of engagement and avoidance with advertising is the centerpiece of this book as it aims to further our understanding of the work advertising does in American culture and the work we do with it. Part One provides a broad framework for understanding advertising in U.S. culture with chapters exploring the political positions that have led to the critique of advertising and an examination of advertising's roots in the religious Carnival and market fairs of the early modern period. Part Two provides a series of empirical studies of the uses of advertising in everyday life. These include the ways advertising circulates within the content of everyday conversations, and the role of advertising in our imaginary social world with particular interest in its impact on our dreams, fantasies, nocturnal dreams, and the imaginary social relationships we develop with media figures appearing in advertisements. Part Three develops a theoretical understanding of the paradoxical nature of advertising and its place within the chaos of modern life.Year: 2003Pages: "