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Beyond Advertising: Marketing and Critical Communication Research

Exclusive attention to the analysis of meaning in advertising often displaces the more fundamental understanding of marketing, its place in the productive system and its tangible socio-cultural influence. Advertising analysis must become an entry point for inquiry into marketing campaigns. Marketing has emerged as a form of social communication actively mediating between the national and transnational interests involved in the spheres of production, distribution and exchange on one hand; and cultural changes we experience historically as a society, both material and ideological, on the other. Marketing practices and ideologies are reviewed from this perspective. Critical communication research must look at the meanings circulated by advertising in terms of the concrete interests and practices which motivate them.