internationalen Werbung unter veränderten Vorzeichen fort. Stärker als bisher werden die Möglichkeiten der Standardisierung von …

Introduction -- The development of modern advertising -- From traditional to industrial society -- Advertising in the … transition from industrial to consumer society -- Advertising and the development of twentieth-century communications media … -- The development of agencies in the bonding of advertising and media -- The structure of advertisements -- Goods as …

Introduction -- Globalisation of advertising : an overview of trends and issues / John Sinclair -- Globalisation …, branding, and advertising's stakeholders / Linda Brennan and Robert Crawford -- Digital advertising and the new world of "viral …" advertising / Lukas Parker, Dang Nguyen and Linda Brennan -- American advertising and the politics of consumption / Jean M. Grow …