Our world is defined by advertisements. They make us smoke, drink, loseweight, buy things we do not need. Of course we see through them - or sowe say. So how do advertisments work in today's culture?AdWorlds is a readable introduction to the ways ads are producedtransmitted and interpreted, drawing on work in cultural studiesdiscourse analysis and marketing. It argues that advertising is notmonolithic, and illustrates the complex and unpredictable effects of adsas they travel through different worlds - the client's, the agency'sand the medium's - before ultimately reaching ours. Challenging theview of advertising as an homogenous and all-powerful institution, GregMyers focuses on the interactions that shape an ad, its circulation, andthe responses to it. With each chapter centred on an analysis of amemorable commercial, the book reveals the author's genuine enjoyment ofads, their ingenuity and excitement.

Blends theory with behind the scenes practice in an engaging and enthusiastic style