B.モーラン編

KS – 3342 / June 2009
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【経営学、マーケティング、広告、マスコミ・マスメディア】
 広告の分野の古典的論文と最近の研究を含む包括的なリファレンス・ワーク
B.モーラン編
広告－重要リーディング
全4巻
Advertising: Critical Readings. 4 vols.
Moeran, Brian (ed.), Advertising: Critical Readings. 4 vols. 1600 pp. 2009:12 (Berg,
UK) <100-2668>
ISBN 978-1-84788-550-0
hard set
広告は今や巨大産業であり、顧客により多くの特定のブランドやサービスの購入・消
費を促す点で、決定的な役割を果たすのみならず、大衆の嗜好や選択にも影響を及ぼし
ています。この影響力は商品やサービスをはるかに超えて、政党・宗教団体・NPO を含
む生活のあらゆる領域に及んでいます。過去 15 年、インターネットと携帯電話は、スパ
ム広告や個々のサイト・ビューイングと購入決定のデータ分析によって、広告主導のマ
ーケティングのために新たな巨大なチャンスを開放しました。
本書は、雑誌と書籍の双方に基づいて、広告の分野の権威ある包括的なサーベイを提
供することを目指し、重要論文をテーマ別に編纂しています。本書の第 1 巻「歴史」は、
「総序文」、
「欧州」、
「欧州以外」の部から、第 2 巻「産業」は、
「広告産業研究へのアプ
ローチ」、
「産業組織」の部から、第 3 巻「コミュニケーション」は、
「ニューメディア形
態」、
「広告スタイル」、
「広告ライフスタイル」の部から、第 4 巻「文化」は、
「文化批判」、
「文化システム－魔法、芸術、ジェンダー、人種」の部から構成されています。
     《収録論文明細》     
VOLUME 1: HISTORY
General Introduction
Part I: The United States of America
1.
2.
3.
4.
Sidney A. Sherman, “Advertising In The United States,” (1900)
Emily Fogg-Meade, “The Place Of Advertising In Modern Business,” (1901)
Ralph Hower, The History Of An Advertising Agency. (1939)
Pamela Walker Laird, “Marketing Problems And Advertising Methods As America Industrialized” (1998)
5. Gordon E. Miracle, “An Historical Analysis To Explain The Evolution Of Advertising Agency
Services,” (1976)
6. William F. Muhs And Donald W. Hendon, “Origin And Early Development Of Outdoor Advertising In The United States” (1986)
Part II: Europe
7. Paul J. Voss, “Books For Sale: Advertising And Patronage In Late Elizabethan England”
(1998)
8. Terry Nevett, “London’s Early Advertising Agents” (1977)
9. Sally West, “The Material Promised Land: Advertising's Modern Agenda In Late Imperial
Russia” (1998)
10. Judith G. Coffin, “Credit, Consumption, And Images Of Women’s Desires: Selling The
Sewing Machine In Late Nineteenth Century France” (1994)
11. Patrick Hyder Patterson, “Truth Half Told: Finding The Perfect Pitch For Advertising And
Marketing In Yugoslavia, 1950-1991” (2003)
12. Armand Mattelart And Michael Palmer, “Advertising In Europe: Promises, Pressures And
Pitfalls” (1991)
Part III: Rest Of The World
13. Andrew Green, “The Development Of Mass Media In Asia-Pacific: Newspapers And Radio” (2003)
14. Andrew Green, “The Development Of Mass Media In Asia-Pacific: Television” (2003)
15. Robin Jeffrey, “Advertising And Indian-Language Newspapers: How Capitalism Supports
(Certain) Cultures And (Some) States, 1947-96,” (1997)
16. Steven Kemper, “The Sri Lankan Advertising Business” (2001)
17. Michael H. Anderson, “Transnational Advertising And Politics: The Case Of Indonesia”
(1980).
18. J. Wang, “From Four Hundred Million To More Than One Billion Consumers: A Brief History Of The Foreign Advertising Industry In China” (1997)
19. Brian Moeran, “The Development Of Japanese Print And Broadcast Advertising” (1996)
20. Daniel Miller, “History And Size Of The Advertising Industry” (1996)
VOLUME 2: INDUSTRY
Part I: Approaches To The Study Of The Advertising Industry
1.
2.
3.
4.
5.
6.
7.
8.
Collis A. Stocking, “Modern Advertising And Economic Theory” (1931)
Nicholas Kaldor, “The Economic Aspects Of Advertising” (1950)
Charles H. Sandage, “Some Institutional Aspects Of Advertising” (1973)
Gerard J. Tellis, “Advertising’s Role In Capitalist Markets: What Do We Know And Where
Do We Go From Here?” (2005)
D.A. Leslie, “Global Scan: The Globalization Of Advertising Agencies, Concepts, And
Campaigns” (1995)
Ross D. Petty, “Advertising Law In The United States And European Union” (1997)
Peggy J. Kreshel, “John B. Watson At J. Walter Thompson: The Legitimation Of ‘Science’
In Advertising” (1990)
Grant Mccracken, “Culture And Consumption: A Theoretical Account Of The Structure And
Movement Of The Cultural Meaning Of Consumer Goods” (1986)
Part II: Industry Organization
9. E. Jackson Baur, “The Functions Of Ceremony In The Advertising Business” (1949)
10. Mats Alvesson, “Talking In Organizations: Managing Identity And Impressions In An Advertising Agency” (1994)
11. Brian Moeran, “A Dedicated Storytelling Organization: Advertising Talk In Japan” (2007)
12. Brian Moeran, “A Tournament Of Value: Strategies Of Presentation In Japanese Advertising” (1993)
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13. Timothy De Waal Malefyt, “Models, Metaphors And Client Relations: The Negotiated
Meanings Of Advertising” (2003)
14. Marianne Elisabeth Lien, “The Pizza Superiora Film Project” (1997)
15. Robert J. Morais, “Conflict And Confluence In Advertising Meetings” (2007)
16. Gernot Grabher, “The Project Ecology Of Advertising: Tasks, Talents And Teams” (2002)
17. William Mazzarella, “Citizens Have Sex, Consumers Make Love: Marketing Kamasutra
Condoms In Bombay” (2001)
18. Chris Hackley And Arthur J. Kover, “The Trouble With Creatives: Negotiating Creative
Identity In Advertising Agencies” (2007)
19. Arthur J. Kover, “Copywriters’ Implicit Theories Of Communication: An Exploration” (1995)
20. Brian Moeran, A Japanese Advertising Agency: An Anthropology Of Media And Markets.
(1996)
21. Antoine Hennion, Cecile Meadel, And Geoffrey Bowker, “The Artisans Of Desire: The
Mediation Of Advertising Between Product And Consumer” (1989)
VOLUME 3: COMMUNICATION
Part I: New Media Forms
1. David M. Helman, “A New Medium For Advertising: The Postcard, 1900-1920,” (1988)
2. Herman S. Hettinger, “The Future Of Radio As An Advertising Medium” (1934)
3. David Berkman, “The Not Quite So Inevitable Origins Of Commercial Broadcasting In
America,” (1987)
4. Jack Gould, “Television: Boon Or Bane?” (1946)
5. Arnold M. Barban And Dean M. Krugman, “Cable Television And Advertising: An Assessment” (1978)
6. Avi Shankar And Brett Horton, “Ambient Media: Advertising’s New Media Opportunity?”
(1999)
7. Stuart J. Barnes, “Wireless Digital Advertising: Nature And Implications” (2002)
8. Lance Porter And Guy J. Nolan, “From Subservient Chickens To Brawny Men: A Comparison Of Viral Advertising To Television Advertising,” (2006)
Part II: Advertising Style
9. Raymond Williams, “Style In Advertising” (1977)
10. Roland Barthes, “The Rhetoric Of The Image” (1977)
11. Trevor Pateman, “How To Do Things With Images: An Essay On The Pragmatics Of Advertising” (1980)
12. Linda Scott, “Images In Advertising: The Need For A Theory Of Visual Rhetoric” (1994)
13. Edward F. Mcquarrie And David Glen Mick, “Figures Of Rhetoric In Advertising Language”
(1996)
14. Sandy Bulmer And Margo Buchanan-Oliver, “Visual Rhetoric And Global Advertising”
(2006)
15. Timothy De Waal Malefyt, “From Rational Calculation To Sensual Experience: The Marketing Of Emotions In Advertising,” (2007)
16. Barbara B. Stern, “Textual Analysis In Advertising Research: Construction And Deconstruction Of Meanings” (1996)
17. Brian Moeran, “Advertising Sounds As Cultural Discourse” (1984)
18. Mary Sylvester Cline, “This Advertising World” (1928)
Part III: Advertising Lifestyles
19. Roland Marchand, “Advertising As Social Tableaux” (1985)
20. Russell Belk And Richard Pollay, “Images Of Ourselves: The Good Life In Twentieth Century Advertising” (1985)
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21. Shoma Munshi, “Wife/Mother/Daughter-In-Law: Multiple Avatars Of Homemaker In 1990s
Indian Advertising” (1998)
22. Sean Redmond, “Thin White Women In Advertising: Deathly Corporality” (2003)
23. Katherine Wallerstein, “Thinness And Other Refusals In Contemporary Fashion Advertisements” (1998)
VOLUME 4: CULTURE
Part I: Cultural Critiques
1.
2.
3.
4.
5.
6.
7.
Fred E. Clark, “An Appraisal Of Certain Criticisms Of Advertising” (1925)
Marshall Mcluhan, “American Advertising,” (1957)
Irving S. White, “The Functions Of Advertising In Our Culture” (1959)
Vance Packard, “The Question Of Morality” (1960)
Daniel J. Boorstin, “The Search For Self-Fulfilling Prophesies,” (1963)
E. John Kottman, “Truth And Image In Advertising” (1969)
Michael Schudson, “Criticizing The Critics Of Advertising: Towards A Sociological View Of
Marketing” (1981)
8. James B. Twitchell, “But First A Word From Our Sponsor” (1996)
9. Barbara J. Phillips, “In Defence Of Advertising: A Social Perspective” (1997)
10. Joseph D. Rumbo, “Consumer Resistance In A World Of Advertising Clutter: The Case Of
Adbusters” (2002)
Part II: Cultural Systems: Magic, Art, Gender And Race
11. John F. Sherry Jr., “Advertising As A Cultural System” (1987)
12. Cele Otnes And Linda M. Scott, “Something Old, Something New: Exploring The Relation
Between Ritual And Advertising” (1996)
13. Raymond Williams, “Advertising: The Magic System” (1980)
14. Judith Williamson, Decoding Advertisements: Ideology And Meaning In Advertising (1978)
15. Michael Schudson, “Advertising As Capitalist Realism” (1984)
16. Ronald Berman, “Origins Of The Art Of Advertising” (1983)
17. Jackson Lears, “Uneasy Courtship: Modern Art And Modern Advertising” (1987)
18. Michele H. Bogart, “Modernism And Advertising Art” (1995)
19. Del I. Hawkins And Kenneth A. Coney, “Advertising And Sex Roles In Contemporary
American Society” (1976)
20. Erving Goffman, Gender Advertisements (1979)
21. Janice Winship, “Women Outdoors: Advertising Controversy And Disputing Feminism In
The 1990s” (2000)
22. Marilyn Maness Mehaffy, “Advertising Race/Raceing Advertising: The Feminine Consumer(-Nation), 1876-1900,” (1997)
23. Michael K. Green, “Images Of North Americans In Advertising: Some Moral Issues” (1993)
24. Barbara B. Stern, “Gender And Multicultural Issues In Advertising: Stages In The Research
Highway” (1999)
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