Reading Ads Socially

Robert Goldman is Associate Professor of Sociology at Lewis and Clark College, Portland, Oregon.

• List of illustrations, Acknowledgements, 1. Subjectivity in a Bottle: Commodity Form and Advertising Form, 2. Advertising and the Production of Commodity Signs, 3. The Mortise and the Frame: Reification and Advertising Form, 4. Legitimation Ads: The Story of the Family and how it Saved Capitalism from Itself, 5. Commodity Feminism, 6. This is not an Ad, 7. Levi's 501s and the `Knowing Wink': Commodity Bricolage, 8. The Postmodernism that Failed, References

`Goldman's work has long been on the cutting edge of contemporary studies of advertising and the present study is extremely impressive. Indeed, I believe that Goldman presents the most sophisticated, insightful and illuminating studies of advertising in the comtemporary era.' - Douglas Kellner, University of Texas at Austin