Ouvrages de référence
DICKASON Renée, British Television Advertising. Cultural Identity and Communication, UK, University of Luton Press, 2000.

The subject is nevertheless complicated. The relationship between adverts and programmes is changing and commercials themselves cannot stand still. Product adverts primarily serve a commercial purpose, but the promotion of new goods and services and the representation of others are equally evocative of changes in social trends and conventions, while government ads have moved on from a purely informative role, highlighting health and welfare questions, to become something more obviously prescriptive, in their attempts to set the limits of (good) citizenship and to establish norms of conduct.
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