Hi, what about James B. Twitchell, AdCult USA (Columbia UP). If you happen to know it, what do you think of it?He sees Advertising as a far-reaching phenomenon pervading our culture rather than as a certain type of text to be analysed by semiotics/structuralism. Not exactly new.. Also, ther is a paper by Martin Esslin (in Newcomb,H.) on the Aristotelian mode in ads. Here is a connection to an extra-ad-realm, but then, he is a Lit.Crit. and largely untouched by post-seventies-theory. I hope this helps. Dr. Eckart Voigts-Virchow Institut fuer Anglistik & Amerikanistik Justus-Liebig-Universitaet Giessen Otto-Behaghel-Str. 10B D-35394 GIESSEN Tel 06 41 - 702 - 55 55 Fax 06 41 - 702 - 38 11 Tel/Priv 0 64 03 - 6 83 82 e-mail: [log in to unmask] ---- To signoff SCREEN-L, e-mail [log in to unmask] and put SIGNOFF SCREEN-L in the message. Problems? Contact [log in to unmask]