Moralizing cinema/ edited by Daniel Biltereyst and Daniela Gennari

1 Introduction
EMILY WEST AND MATTHEW P. MCALLISTER
SECTION I
Historical Perspectives
2 Origins of Modem Consumption: Advertising, New Goods,
and a New Generation, 1890-1930
GARY CROSS
3 "Sentimental ^Greenbacks* of Civilization": Cartes de \%ite
and the Pre-History of Self-Branding
ALISON HEARN
4 The Fight against Critics and the Discovery of "Spin": American
Advertising in the 1930s and 1940s
INGER L. STOLE
5 Cultivating the Romance of Place: Marketing as Popular Geography
RICHARD K. POPP
SECTION II
Political Economy
6 Regulating Integrated Advertising
CHRISTINA SPURGEON
7 Cross-Media Promotion and Media Synergy: Practices,
Problems, and Policy Responses
JONATHAN HARDY
8 Media Buying: The New Power of Advertising
JOSEPH TUROW
SECTION III
Globalization
9 The Advertising Industry in Latin America: A Regional Portrait
JOHN SINCLAIR
10 Globalization, Penetration, and Transformation: A Critical
Analysis of Transnational Advertising Agencies in Asia
KWANGMI KG KIM AND HONG CHENG
11 The Ties That Bind: US Hispanic Advertising and the Tension
between Global and Local Forces
CHRISTOPHER A. CHAVEZ
12 The Transnational Promotional Class and the Circulation of Value(s)
MELISSA ARONCZYK
SECTION IV
Audiences as Labor, Consumers, Interpreters, Fans
13 Commodifying Free Labor Online: Social Media, Audiences,
and Advertising
NIGGLES. COHEN
14 The Impact of Social Media on Imaginary Social Relationships
with Media Figures/Celebrities Who Appear in Advertising
NEIL M. ALPERSTEIN
15 Health Literacy in DTCA 2.0: Digital and Social Media Frontiers
ASHLIQUESINBERRY STOKES
SECTION V
Identities
16 The New "Real Women" of Advertising; Subjects, Experts,
and Producers in the Interactive Era
BROOKE ERIN DUFFY
17 "Brut Slaps ... And Twins": Hypercommercialized Sports Media
and the Intensification of Gender Ideology
MATTHEW P. MCALLISTER AND CHENJERAI KUMANYIKA
18 The Ghosts of Mod Men: Race and Gender Inequality inside
American Advertising Agencies
CtiP-ISTOPHER BOULTON
19 Governing Taste: Packaged Foods, Inscription Devices, Nutrition,
and the Child
CHARLENE ELLIOTT
SECTION VI
Social Institutions
20 The New Refeudalization of the Public Sphere
JAMIE WARNER
21 Rate Your Knowledge: The Branded University
SARAH BANET-WEISER
22 Now Hear This: The State of Promotion and Popular Music
DEVON POWERS
23 Property Pom: An Analysis of Online Real Estate Advertising
JACQUELINE BOTTERILL
SECTION VII
Everyday Life
24 "Brand You!": The Business of Personal Branding and
Community in Anxious Times
CHRISTINE HAROLD
25 Back to the Future: Gifts, Friendship, and the Re-Figuration of
Advertising Space
IAIN MACRURY
26 Cause Marketing and the Rise of Values-Based Brands: Exploiting
Compassion in Pursuit of Profits
MARA EINSTEIN
27 From Advergames to Branded Worlds: The Commercialization of
Digital Gaming
SARA M. GRIMES
SECTION VIII
The Environment
28 The "Crying Indian,".Corporations, and Environmentalism:
A Half-Century of Struggle over Environmental Messaging
ROBIN ANDERSEN
29 Behind the Green Curtain: Constructing the Green Consumer
with Contemporary Environmental Advertising
COLLEEN CONNOLLY-AHERN AND LEE AHERN
30 The Paradox of Materiality; Fashion, Marketing, and the
Planetary Ecology
JULIET B. SCHOR