Part One: Human Need and the Commercial Imperative Section Introduction 1. Advertising at the Edge of the Apocalypse, Sut Jhally 2. American Advertising, Marshall McLuhan 3. The Media Ecology of the Free Market, Neil Postman Part Two: Conglomeration, Synergy and Global Media Section Introduction 4. The Global Media Giants, Robert McChesney 5. Global Ethics in the Age of Behemoths, Anthony Smith 6. Sold American: US News Consultants and News Issues Abroad, Craig Allen 7. From Flick to Flack: The Increased Emphasis on Marketing by Media Entertainment Corporations, Matthew McAllister Part Three: Advertising and Culture Section Introduction 8. US voices on UK Radio, Nancy Morris 9. Intoxicating Consumptions: The Case of Beer Commercials, Lance Strate 10. Road to Ruin: The Cultural Mythology of SUV's, Robin Andersen 11. Starbucks Coffee: Cultivating and Selling the Postmodern Brew, Katherine Fry 12. Scalable Hype: Old Persuasions for New Technology, Dan Weisberg Part Four: Commercial 'Diversity'? Section Introduction 13. Image Culture and the Supermodel, Delicia Harvey and Lance Strate 14. Light Makes Right: Skin Colour and Racial Hierarchy in Televison Advertising, Robert M. Entman and Constance L. Book 15. Talking Back to Calvin Klein: Youthful 'Targets' Confront their Commercial Image, Lauren Tucker Part Five: Politics, Citizenship, and Fragmentation Section Introduction 16. Segmenting, Signalling, and Tailoring: Probing the Dark Side of Target Marketing, Joseph Turow 17. The Commercial Politics of the 1996 Presidential Election Campaign, Robin Andersen 18. Commercial Media and Corporate Presence in the K-12 Classroom, Margaret Cassidy 19. Commodity Fetishism: Symbolic Form, Social Class, and the Division of Knowledge in Society, Paul Lippert Part Six: Resisting Persuasions Section Introduction 20. KFC into India: A Case Study of Resistance to Globalization Discourse, Melissa Wall 21. Media Literacy and the Commercialization of Culture, Norman Cowie 22. The Public Interest in the Twenty-first Century, Everett Parker

Robin Andersen and Lance Strate

'... an extremely comprehensive and versatile presentation of the subject. ... must be highly praised for providing the reader with a very wide spectrum of critical approaches to media commercialism from a range of reputed scholars and practitioners in the area of media and communication.' The International Journal of Media Management