How does advertising position itself in consumer culture? In what ways does it ???create??? desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history, demonstrating: A sophisticated and comprehensive discussion of the main relevant theories How real ads work, together with reproductions of advertising images and copy How advertising constructs subjects A highly instructive historical overview of advertising The relationship between advertising and industrial capitalism This book is a powerful argument that postmodern disruptions in our experiences of advertising have dramatically transformed identity construction.