Hi everyone, I've got a TV-related question to throw out. Criticism of advertising, traditionally, has been divided into two camps. One camp looks at the ads themselves: from a semiotic/ideological perspective, these critics focus on the message in ads (folks like Judith Williamson). The other camp looks at ads' economic effect upon media content: how TV programs include or exclude certain ideas/forms/tones because of advertising funding incentives (folks like Herb Schiller or Ben Bagdikian). Rarely, it seems to me, do these two camps merge. But I am currently working on a paper that looks at certain types of Olympic Sponsorship ads broadcast in the US, arguing that to really understand possible meanings of these ads you have to contextualize them in the NBC broadcast. So my question is: does anyone know of examples of advertising criticism that interpreted TV ads in the context of the program that surrounded the ads? Where the critic did not separate the two discourses, but rather saw them as part of the same meaning system in his/her analysis? Any tips would be much appreciated! Thanks! Matt McAllister Department of Communication Studies, Virginia Tech Blacksburg, VA 24061-0311 ph: 540-231-9830 fax: 540-231-9817 e-mail: [log in to unmask] Department of Communication Studies at Virginia Tech Home Page: http://www.comm.vt.edu/ ---- To signoff SCREEN-L, e-mail [log in to unmask] and put SIGNOFF SCREEN-L in the message. Problems? Contact [log in to unmask]