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  1. Dartmouth Libraries
  2. Research Guides
  3. Dartmouth Libraries Guides
  4. Communication
  5. Advertising

Communication

Begin your research on communication, mass media, and related fields using the best indexes, databases, and reference works selected by the subject librarian.
  • Introduction
  • Finding books
  • Finding journal articles & titles
  • Research & methodology
  • Speech
  • Persuasion
    • SPEECH 40 - Inoculation Rhetoric
    • Media literacy
  • Advertising
    • Political advertising
  • Censorship
  • Communication and politics
    • Political satire
  • SPEECH 37 - Health Communication
  • Communication and science
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  • Mass media
  • Media criticism
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  • Women & media
  • Social media
  • Fake news
  • Internet resources
  • Future of media
  • Managing citations
  • Scholarly communication This link opens in a new window

Subject Librarian

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Lucinda M. Hall
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Contact:
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Subjects: Film and Media Studies, Geography, Polar Studies

A definition for Advertising

1. The process and means by which products, services, ideas, and brands are promoted through mass-media messages with the intent to influence audience behaviour, awareness, and/or attitudes. See also above-the-line; advertisement; advertising agency; advertising appeals; advertising campaign; advertising effectiveness; Elaboration Likelihood Model; marketing communications; promotional culture; compare public relations.

2. The manipulative generation of ‘false needs’ which can be met by consumption, promoting capitalist values. See also commodification; conspicuous consumption; consumer culture.

3. The business of linking specific commodities or brands to existing values among target audiences, producing new commodity signs. See also meaning transfer.

4. The shaping of lucrative target audiences around which commercial media content is planned. See also publicity model.

5. A cultural currency of lifestyle imagery reflecting dominant social values upon which consumers draw in the construction of personal identities. See also bricolage; conversational currency; socially oriented advertising; uses and gratifications.

History of Advertising Trust

 

Chandler, D., & Munday, R. (2020). Advertising. In A Dictionary of Media and Communication. Oxford University Press. Retrieved 26 Feb. 2022

Finding Library resources

  • In the Library's collections
  • Introductory reading(s)
  • Selected book titles
  • Finding journals & articles
  • Other library resource(s)
  • Commercial collections in the Library
  • Television & movies

The main call number range for Advertising is HF 5801 through HF 6182.2. These items are divided between Baker/Berry and the Feldberg Business & Engineering Library. There are other call numbers used, especially when looking at advertising to specific populations. Check the online catalog for more details.

Useful subject headings with which to search the online catalog:

  • advertising
  • selling
  • television advertising
  • radio advertising
  • communication in marketing
  • consumer behavior
    Consumer behavior is used for works about the decision-making processes, external factors, and individual characteristics of consumers that determine their purchasing behavior.
  • Cover artThe Wiley Blackwell encyclopedia of consumption and consumer studies by Daniel Thomas Cook; J. Michael Ryan, eds.
    • On Campus or VPN
    • E-Book
    Call Number: eBook
    ISBN: 9780470672846
    With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades.
  • Cover artEncyclopedia of international media and communications by Donald H. Johnston, ed.
    • On Campus or VPN
    • E-Book
    Call Number: eBook
    ISBN: 9780123876706
    Everyone agrees that we're living in the Information Age. How have we shaped the Information Age, and how has it shaped us? The Encyclopedia of International Media and Communications exhaustively explores the ways that editorial content--from journalism and scholarship to films and infomercials is developed, presented, stored, analyzed, and regulated around the world. ...
  • Cover artThe Advertising Age encyclopedia of advertising by John McDonough; Karen Egolf
    • Book
    Call Number: Baker-Berry HF 5803 .A38 2003 v.1-3
    ISBN: 9781579581725
    Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. ...
  • Cover artAds to icons: how advertising succeeds in a multimedia age by Paul Springer
    • Book
    Call Number: Baker-Berry HF 5823 .S76 2009
    ISBN: 9780749456474
    Publication Date: 2nd ed.
    The second edition of Ads to Icons examines current and future trends in advertising. Through 50 updated international case studies of new and iconic advertising campaigns, Paul Springer identifies why they were successful and analyses their contribution to the continued development of advertising. New digital formats analysed include Google's AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. ...
  • Cover artAdvertising: principles & practice by Sandra Moriarty; Nancy Mitchell; William D. Wells
    • Book
    Call Number: Baker-Berry HF 5823 .W455 2009
    ISBN: 9780132224154
    Publication Date: 8th ed.
    This introduction to both the theory and practice of advertising provides important insights into how advertising is done.
  • Cover artAdvertising and promotion: an integrated marketing communications perspective by George E. Belch; Michael A. Belch
    • Book
    Call Number: Baker-Berry HF 5823 .B387 2009
    ISBN: 9780073381091
    Publication Date: 8th ed.
    The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. ...
  • Cover artFrom submarines to suburbs: selling a better America, 1939-1959 by Cynthia Lee Henthorn
    • Book
    Call Number: Baker-Berry HF 5415.1 .H463 2006
    ISBN: 9780821416785
    During World War II, U.S. businesses devised marketing strategies that encouraged consumers to believe their country's wartime experience would launch a better America. Advertisements and promotional articles celebrated the immense industrial output that corporations achieved during the war. These commercial messages positioned wartime technologies and corporate expertise as the means to streamline America and invent a socially hygienic future free from poverty, slums, drudgery, filth, and--for some businessmen--the New Deal administration. From Submarines to Suburbs surveys the development, strategy, and effect of these campaigns over a span of twenty pivotal years. ...
  • Cover artThe interplay of influence: news, advertising, politics, and the Internet by Karlyn Kohrs Campbell; Kathleen Hall Jamieson
    • Book
    Call Number: Baker-Berry P 94 .J34 2006
    ISBN: 9780534559380
    Is there such a thing as unfiltered information? Not in today's age. The Interplay of Influence: news, advertising, politics, and the internet gives you an understanding of how mass media operates in your world and how powerful it can be. And, you'll also discover the shaping role of the Internet in today's mass media. ...
  • Cover artWhat a character!: 20th century American advertising icons by Warren Dotz; Jim Morton
    • Book
    Call Number: Baker-Berry HF 5813 .U6 D68 1996
    ISBN: 9780811809368
    From the Jolly Green Giant to bumbling Cap'n Crunch, advertising characters are as much a part of twentieth-century America as the familiar products they symbolize. Culled from one of the world's most extensive collections of promotional product icons, What a Character presents a nostalgic assortment of advertising figures, including some of the most popular characters ever created. ...

To see a complete list of Advertising journals to which we subscribe, click here.

  • Advertising age/Ad age by Crain Communications
    • On Campus or VPN
    Call Number: Electronic journal
    This publication contains articles on national and international marketing, news about individuals in advertising, statistics on advertising and special reports.
  • Adweek
    • On Campus or VPN
    Call Number: Electronic journal
    We do not have a full subscription to Adweek but you can use Interlibrary Loan to get articles.
  • International journal of advertising by Advertising Association (Great Britain)
    • On Campus or VPN
    Call Number: Electronic journal
    The International Journal of Advertising (IJA) publishes original contributions on all aspects of marketing communications from the academic, practitioner and public policy perspectives. ...
  • Resource logoCommunication & mass media complete (CMMC) by Ebsco
    • On Campus or VPN
    • Database
    Call Number: Electronic resource
    This is the main article index for the field of Communications and Mass Media.
  • Resource logoBusiness source complete by EBSCO Publishing
    • On Campus or VPN
    • Database
    Call Number: Electronic resource
    This index searches a variety of scholarly and popular business publications including the Business of Media.
  • Resource logoThe web of science citation databases by ISI (Institute for Scientific Information)
    • On Campus or VPN
    • Database
    Call Number: Electronic resource
    The online version of 3 separate ISI indexes: Arts & Humanities Citation Index, Science Citation Index and, Social Sciences Citation Index.
  • Ad$pender by TNS Media Intelligence
    • On Campus or VPN
    Call Number: Electronic resource
    Ad$pender is a tool that allows you to view a top-level summary of the multi-media advertising marketplace. Ad$pender monitors advertising expenditures and occurrence information for 3+ million brands across 18 media.
  • Resource logoAd*Access by the John W. Hartman Center for Sales, Advertising, and Marketing History
    • Open Access Icon
    • Database
    Call Number: Electronic resource
    Presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Concentrates on five main subject areas: radio, television, transportation, beauty and hygiene, and World War II, providing a view of a number of major campaigns and companies through images preserved in the J. Walter Thompson Company Competitive Advertisements Collection of the John W. Hartman Center for Sales, Advertising, and Marketing History in Duke University's Rare Book, Manuscript, and Special Collections Library.
  • Advertising & the end of the world by Sut Jhally
    • DVD
    Call Number: Jones Media DVD #6036
    ISBN: 9781893521391
    Presents a compelling and accessible argument about consumerism and its impact on the earth's future. Extensively illustrated with graphics and examples from commercial imagery.
  • Affluenza by John de Graaf, Vivia Boe
    • Video
    • On Campus or VPN
    Call Number: Streaming video
    [A] fascinating look at one of the greatest social maladies of our time: over-consumption and materialism. Hosted by National Public Radio's Scott Simon, the program explores both the comical and sobering aspects of our consumerism and its enormous impact on families, communities and the environment. With the help of historians and archival film, Affluenza reveals the forces that have dramatically transformed us from a nation that prizes thriftiness - with strong beliefs in 'plain living and high thinking' - into the ultimate consumer society.
  • Buy-ology: the science of buying and selling by Kate Broome; Graham Strong; James Erskine
    • DVD
    Call Number: Jones Media DVD #3797 discs 1 - 2
    Americans, as a whole, live in a constant state of acquiring and discarding, collectively spending billions of dollars and innumerable hours on shopping every day of the week. This two-part series draws on experimental data, anecdotal case studies, and interviews with experts to scrutinize why people buy and how sellers manipulate their desires.
  • History of advertising: automobiles, 1940-1950 by A2ZCDS.com
    • DVD
    Call Number: Jones Media DVD #10038
    Depicts classic advertisement films and examples of automobile-centric stories, including "Capitalist Realist" dramas showing the manufacture of cars from foundry to finished vehicles. Also features examples of a day in the life of automobile workers in the U.S., while attempting to convince them that their own fortunes were inextricably linked to the fortunes of the company. Included here among others you will find a theatrical screen advertisement for one of the last pre-World War II automobiles, emphasizing Oldsmobile's adaptability under wartime conditions and a series of theatrical commercials hawking the "B-44" line of "handsomer, huskier, heavier" Oldsmobiles.
  • History of advertising: general, 1930-1950 by A2ZCDS.com
    • DVD
    Call Number: Jones Media DVD #10037 discs 1-2
    Presents a collection of general advertising ads from movie theatre ads, TV commercials, sky writing and outdoor ads from 1930 - 1950.
  • History of advertising: general, 1950-1970 by A2ZCDS.com
    • DVD
    Call Number: Jones Media DVD #10039 discs 1-2
    Presents a collection of general advertising ads from movie theatre ads, TV commercials, sky writing and outdoor ads from 1950 - 1970.
  • Cover artThe persuaders by Barak Goodman and Rachel Dretzin
    • DVD
    Call Number: Jones Media DVD #5181
    ISBN: 9780793646852
    Examines the "persuasion industries" of advertising and public relations. Shows how marketers have developed new ways of integrating their message into the fabric of our lives. Explores how the culture of marketing has come to shape the way Americans understand the world and themselves and how the techniques of the persuasion industries have migrated to politics.
  • AdViews
    • Video
    • Database
    Call Number: Streaming video
    AdViews is a digital archive of thousands of vintage television commercials dating from the 1950s to the 1980s. These commercials were created or collected by the ad agency Benton & Bowles or its successor, D'Arcy Masius Benton & Bowles (DMB&B).
  • Cover artClassic commercials: the early years
    • DVD
    Call Number: Jones Media DVD #7939 discs 1 - 2
    ISBN: 9780778616115
    Presents a collection of the most memorable ads from the 1950's to the 1970's.
  • Classic TV commercials: what we lusted for
    • DVD
    Call Number: Jones Media DVD #9089 discs 1 - 3
    A collection of 276 classic television commercials from 1950-1980.
  • History of advertising: early tv commercials: vol.1 & 2 by A2ZCDS.com
    • DVD
    Call Number: Jones Media DVD #12538
    A collection of general advertising ads from movie theatre ads, TV commercials, sky writing and outdoor ads from 1930 to 1970.
  • Hit celebrity TV commercials: a treasury of over 120 classic commercials!
    • DVD
    Call Number: Jones Media DVD #5308
    Here is a collection of celebrity commercials, spotlighting the famous from movie stars to sports figures, plus commercials featuring future stars before they skyrocketed to fame.
  • The world's funniest & cleverest commercials by Andrew Solt Productions
    • DVD
    Call Number: Jones Media DVD #3299
    The most unforgettable TV commercials from all over the world including Great Britain, France, Brazil, Japan, Australia and Zimbabwe.

These programs and films have Advertising as an integral part of the story line. To see more of Advertising in movies and television, click here.

  • Cover artHow to get ahead in advertising by Bruce Robinson
    Call Number: Jones Media DVD #17088
    Slick and cynical ad man Dennis Bagley can sell shampoo to a bald man, but mounting pressures at work begin to push him over the edge. Teetering hilariously between a nervous breakdown and a bizarre metamorphosis involving an evil twin, can Dennis save himself before it's too late?
  • Cover artThe hucksters by Jack Conway
    • DVD
    Call Number: Jones Media DVD #17129
    The Hucksters is a slick but still powerful, and at times darkly funny, indictment of the seamy side of advertising, radio, and big business. Clark Gable plays a World War II veteran who gets a job in advertising, and finds that his work requires him to often abandon his principles.
  • Cover artLast chance Harvey by Joel Hopkins
    • DVD
    Call Number: Jones Media DVD #8526 discs 1-2
    Harvey, a divorced, down-on-his-luck music jingle composer, and Kate, a lonely British airline employee, are brought together by chance. Harvey comes to London for his daughter's wedding, planning only to attend the wedding ceremony. However, he ends up being let go from his job before going back to America and decides to stay for the reception, asking Kate to accompany him. Thus begins a growing connection between these two guarded strangers.
  • Television poster artMad men. Season one by Matthew Weiner
    • DVD
    Call Number: Jones Media DVD #7279 discs 1 - 4
    In the glamorous and ego-driven world of advertising, everyone is selling something and nothing is ever what it seems. Set in 1960 New York, this series reveals the lives of the ruthlessly competitive men and women of Madison Avenue's "Golden Age," where key players make an art of the sell while their private world gets sold. And no one plays the game better than Don Draper, the biggest ad man--and ladies' man--in the business.
  • Television poster artMad men. Season two by Matthew Weiner
    • DVD
    Call Number: Jones Media DVD #8790 discs 1 - 4
    Returning for its second season, the Golden Globe winning series for Best TV Drama continues to blur the lines between truth and lies, perception and reality. Moving in a new direction, can Sterling Cooper keep up? Meanwhile, the private life of Don Draper becomes complicated in a new way. What is the cost of his secret identity?
  • Television poster artThirtysomething. The complete first season
    • DVD
    Call Number: Jones Media DVD #8955 discs 1 - 6
    Living in Philadelphia, married thirtysomething couple, Hope and Michael are struggling with everyday adult angst. Michael runs an ad agency with his friend Elliot. Elliot's marriage to Nancy is beginning to show the cracks of age, as is the friendship between Hope and her best friend Ellyn. Michael's best friend, Gary, on the other hand, is trying to get on with his womanising life, and get over the mutually-destructive affair he had with Michael's cousin, Melissa. The domestic and professional lives of a group of young urban professionals living at the height of the Reagan years.

Internet resource(s)

  • Adweek
    • Link
    Adweek covers the business side of various media.
  • British Arrows logo
    British Arrows
    • Link
    For over forty years, British Arrows has been championing, awarding and celebrating the innovation, bravery and artistry of moving image advertising. In that time technology and media have changed beyond all recognition but the essential aspects of craft have remained constant. ...
  • Icon Advertising Museum
    • Link
    The official site of the Advertising Icon Museum, the soon-to-be, brand-new home of a whole host of familiar and not-so-familiar characters who were created just for the purpose of advertising — many of whom have taken on a beloved, pop cultural status far beyond their illustrious business careers.
  • John W. Hartman Center for Sales, Advertising & Marketing History
    • Link
    ... Through these collections and related programming, the Center promotes understanding of the social, cultural, and historical impact of advertising, marketing, and sales.
  • Dartmouth College Collection of Television Commercials - LoC
    • Link
    The Dartmouth College Collection of television commercials consists of approximately 500 commercials made by Robert Lawrence Productions during the period of 1952 to 1963. The collection contains commercials that were for distribution in the United States as well as ones for Canadian distribution.

Keeping up with the journal literature

Want an easy way to keep up with the journal literature for all facets of Communication? And you use a mobile device? You can install the BrowZine app and create a custom Bookshelf of your favorite journal titles. Then you will get the Table of Contents (ToCs) of your favorite journals automatically delivered to you when they become available. Once you have the ToC's you can download and read the articles you want.

You can get the app from the App Store or Google Play.

Don't own or use a mobile device? You can still use BrowZine! It's now available in a web version. You can get to it here. The web version works the same way as the app version. Find the journals you like, create a custom Bookshelf, get ToCs and read the articles you want.

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  • Last Updated: May 7, 2025 4:49 PM
  • URL: https://researchguides.dartmouth.edu/communications
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