这本《广告文化选读》由丁少彦编，从文化研究角度出发编写材料；围绕性别身份、种族再现、青年文化时尚、消费与全球广告、广告绿色营销等专题组织内容。具体地说，本书由六个专题部分组成：第一部分介绍广告的历史和定义及常用广告研究方法；第二部分批评广告中的身体再现及变化中的广告身体形象；第三部分批评美国广告对黑人族裔和美国以外的文化的他者化再现；第四部分介绍时尚、品牌的文化意义，及青年品牌时尚的文化精神；第五部分内容为消费社会和多元文以为其他专业的学生提供必要的相关专业知识。我们期待这套教材能够以培养学生人文素质为根本原则，以加强学生人文修养、增强学生创新能力为目标，帮助学生批判地吸收世界文化精髓并弘扬中国优秀文化传统。

Chapter 1 Understanding Advertising

 Introduction

 Part Ⅰ Understanding Advertising

Passage 1 History of Advertising in the United States

Passage 2 Perspectives of Advertisin9

 Part Ⅱ Approaches of Advertising Semiotic and Content Ana1ysis

Passage 3 Myth Today

Passage 4 Rhetoric of the Image

Passage 5 Content Ana1ysis

Chapter 2 Body and Power

 Introduction

 Part Ⅰ Gender, Body, Se1f

Passage 1 Gendered Bodies

Passage 2 The Construction of the Body

Passage 3 The Reification and Commodification of the Body

 Part Ⅱ Critiquing and Resisting Gendered Body

Passage 4 Body and Power

Passage 5 Power，Know1edge，Body

Passage 6 From Victims to Agents

Chapter 3 Representing the Racia1 Other

 Introduction

 Part Ⅰ The Stereotyped B1ack Body

Passage 1 Stereotypes of African Americans inthe United States

Passage 2 Advertising to the B1ack Audience

 Part Ⅱ Critiquing Stereotypes of African Americans

Passage 3 Co1onial Discourse and the Construction of the Other

Passage 4 The Myth of Race and the B1ack Bestia1 Sexua1ity

Passage 5 The Fact of B1ackness

 Part Ⅲ Otherizing Foreigriers and Foreign 1and

Passage 6 Feminizing the Other and the Co1onia1 Gaze in American Advertising

Passage 7 The Meaning of Co1onia1 Gaze

Chapter 4 Marketing Youth Cu1ture Introduction

 Part Ⅰ The Meaning of Fashion

Passage 1 Fashion as a Socia1 Code

Passage 2 Fashion and Identity

 Part Ⅱ Branding and Cu1ture

Passage 3 Advertising and Brand Equity

Passage 4 Branding with Cu1ture

 Part Ⅲ Fashioning and Branding Youth Cu1ture

Passage 5 Youth Subcu1tureSty1e and Se1f

Passage 6 Branding with Youth Culture

Chapter 5 Consumption, Globalization and Multicultural Advertising

 Introduction

 Part Ⅰ Consumption and Multicultural Representation

Passage 1 Consumption and the Sign Value of Goods

Passage 2 Sexuality for Sale

 Part Ⅱ Globalization, Localization and Advertising

Passage 3 Cultural Globalization

Passage 4 Global Brands and Global Advertising

Passage 5 Global Advertising and Cultural Differences

Chapter 6 Selling Nature

 Introduction

 Part Ⅰ From Domination to Protection of Nature

Passage 1 Capitalism, Technology and Nature

Passage 2 Ecofeminism: A General Introduction

 Part Ⅱ Advertising and the Commercialization of Nature

Passage 3 The Myth of the Pastoral: Paradise Lost

Passage 4 Media Representation and Cultural Conceptions of Nature

Appendix