Advertising as Communication (Studies in Culture and Communication)

Overview of the Book

Purpose: The book aims to analyze advertising not just as a marketing tool but as a complex form of communication that subtly influences our daily lives and perceptions. Dyer argues that advertising often manipulates consumer culture without individuals being fully aware of its persuasive techniques.

Content Structure: The book is structured into several chapters covering topics such as:

The origins and development of advertising

The evolution of advertising in the new media landscape

The effects and meanings of advertisements

Semiotics and ideology in advertising

The language and rhetoric used in advertisements

Significance

Dyer's work is recognized for providing a comprehensive survey of advertising, making it a valuable resource for students and scholars interested in media studies, communication, and cultural studies. It highlights the intricate relationship between advertising and societal values, encouraging readers to critically examine the messages conveyed through advertisements