You are here

Controversies in Contemporary Advertising

Controversies in Contemporary Advertising

Second Edition

August 2013 | 336 pages | SAGE Publications, Inc
Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.

1. Advertising, Its Supporters, and Its Critics
2. Living in a Consumer Culture
3. Advertising and the Media: Changes and Challenges
4. How Advertising is Regulated: Industry
5. Beyond Subliminal
6. Advertising Choices: Influences of Stereotypes and Taste
7. Gender and Advertising: How Gender Shapes Meaning
8. Advertising and Race: Examining the Melting Pot
9. Advertising and Age, Sexual Orientation, and Ability: Marginalized or Mainstream?
10. Children and Advertising: Emerging Consumers, Problematic Strategies
11. Advertising Controversial Products: Bans and Beliefs
12. Tobacco and Alcohol Advertising: Industries in Flux
13. Advertising Prescription Drugs: Healthy Tactics or Risky Propositions
14. Political Advertising: Do "We the People" Still Matter?
15. Socially Responsible Advertising: Does a Brand Have a Conscience?
16. Online Advertising: The Ever-Evolving Landscape
17. Advertising: Being Ethical Advertisers in a Challenging Age

I'll give feedback after I receive the inspection copy.

Dr Marcia Christina de Barros Ferreira
Liverpool Business School, Liverpool John Moores University
March 1, 2017

Excellent book, with a clear organization in chapters each relating to the main controversies raised by ads. Plain and neat language is used to deal with concepts sometimes difficult. This book is a good introduction for the study of advertising. It is up-to-date and deals with sensitive issues in a correct way. Pictures, which are in full colour and of good resolution, together with a fresh layout, help in make easy the reading. Summary, key terms and in particular the discussion questions at the end of the chapter are helpful for consolidating the concepts and providing inputs for class activities.

Mr Francesco Screti
Education , Glion Institute of Higher Education
February 1, 2016

In week 8 of my module Creative Industries we will cover 'Advertising' and I will recommend chapters of this book as essential reading.

Dr Francisco Costa
Faculty of Arts & Humanities, University of East Anglia
June 5, 2015

Students like this edition. It covers the broad range of issues and includes new media, which is crucial in any advertising course.

Ms Dorothy Balabanos
Communication Dept, Depaul University-Chicago Loop
February 4, 2015
Key features


  • New data and examples from around the world give readers a global perspective on the role of advertising in our society today.
  • New coverage of the impact and influence of the internet, especially consumer generated communications, has been added to every chapter.
  • New chapter-ending mini case studies provide real world applications of key concepts.
  • New student learning aids include discussion questions in every chapter and a comprehensive glossary of terms.


  • The author shows readers how to assess the “critic” using credentials, reputation, past work, authority, purpose, and bias; how to assess argument and support with logic, statistics, emotional appeals, timeliness, examples, word choice, and accuracy; how to examine controversies from a micro, macro, and meso perspective; and how to assess relevance using audience and acknowledgements of counter arguments.
  • Viewpoints are drawn from literature published over the past fifty years.
  • Up-to-date research and examples, including examples of consumer generated media and other internet innovations, augment traditional perspectives.

Sample Materials & Chapters

Chapter 7

Chapter 11

Sage College Publishing

You can purchase or sample this product on our Sage College Publishing site:

Go To College Site