Controversies in contemporary advertising / Kim Bartel Sheehan.

1. Advertising, its supporters, and its critics
What is advertising?
Who is involved in the advertising process?
Advertising's roles in society
The role of critics in society
How to evaluate criticisms of advertising
Responding to criticisms of advertising
Summary
2. Are goods bad? : living in a consumer culture
The consumer culture
Advertising : informational and transformational
Active and passive consumers
Summary
3. The Chinese Wall : advertising and mass media
Functions of the mass media
Examining the Chinese Wall
Mass media's influence on advertising
Summary
4. Checks and balances : government and self-regulation of advertising
Advertising regulation in context
Advertising and the First Amendment
Advertising and the Federal Trade Commission
Advertising and self-regulation
The advertising agency and legislation
Summary
5. Beyond subliminal : the pervasiveness of persuasion
Persuasive content and subliminal messages
Product placement
Intended effects
Unintended effects
Thinking about product placement
Summary
6. Advertising choices : influences of stereotypes and taste
Stereotypes in advertising
How stereotypes work
Sensitivity, taste, and advertising
Choices in advertising
Summary
7. Cats and dogs on Venus and Mars : gender and advertising
Gender and information processing
Gender and stereotypes
Intended effects
Unintended effects
Advertising's responsibilities to men and women
Summary
8. The melting pot? : advertising portrayals of Asians, African Americans, and Hispanics
Minorities in the United States
Marketing and advertising to minorities
Portrayals of ethnic groups
Intended effects
Unintended effects
Advertising, minorities, and the future
Summary
9. Older and better? : elders and advertising
The third age in American culture
The youth bias in American advertising
Elders in advertising
Intended effects
Unintended effects
The future and the coming demographic shift
Considerations in advertising to elders
Summary


10. Getting older younger : children and advertising
Children and brands
Children as vulnerable consumers
Children, advertising, and the learning process
Regulation of advertising directed to children
Criticisms of advertising directed to children
Intended effects
Unintended effects
How to approach advertising to children
The future
Summary
11. The vice squad : advertising controversial products
The nature of controversial products
To ban or not to ban controversial advertising?
Approaches to controversial advertising
Summary
12. Two of a kind? : tobacco and alcohol advertising
Regulation of tobacco and alcohol advertising
Criticisms of tobacco and alcohol advertising
Industry responses
Summary
13. Doctor's orders : advertising prescription drugs
History of DTC advertising
The current FDA guidelines for DTC brand advertising
Intended effects
Unintended effects
Doing DTC advertising
The future
Summary
14. We the people : political advertising
Definitions of political advertising
The role of political advertising
The process of political advertising
Intended effects
Unintended effects
The future (is now)
Doing political advertising
Summary
15. Really good goods? : socially responsible advertising
Corporate images and values
Socially responsible advertising
Today's increase in socially responsible messages
Intended effects
Unintended effects
Creating socially responsible advertising
The future
Summary
16. The bleeding edge : online advertising
The growth of the Internet
The Internet today
Comparing online and traditional advertising
Types of online advertising
Regulation of the Internet
Intended effects
Unintended effects
Doing online advertising
The future
Summary
17. Advertising : agencies, values, and the commons' dilemma
Putting into practice
Agencies and advertising
Conclusion.