"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.

The Oxford Dictionary of English Grammar is a straightforward and accessible A-Z guide to the diverse and often complex terminology of English grammar. It contains over 1,600 entries with clear and concise definitions, enhanced by numerous example sentences, as well as relevant quotations from the scholarly literature of the field. This second edition is written and edited by Professor Bas Aarts of University College London, writer of the acclaimed Oxford Modern English Grammar. It has been fully revised and updated, with particular attention paid to refreshing the example sentences included within the text. There are over 150 new entries that cover current terminology which has arisen since the publication of the first edition, and there are also new entries on the most important English grammars published since the start of the 20th century. Hundreds of new cross-references enhance the user-friendly nature of the text, and the list of works cited has been thoroughly updated to reflect the current state of the field. A short appendix of web links has been added. All in all, this Dictionary is an invaluable guide to English grammar for all students and teachers of the subject, as well as all those with an informed interest in the English language.

How does a blatant lying in TV commercials—like Joe Isuzu's manic claims—create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And what is the deeper meaning of living in an ad, ad, ad world? For a decade, journalist Leslie Savan has been exposing the techniques used by advertisers to push products and pump up corporate images. In the lively essays in this collection, Savan penetrates beneath the slick surfaces of specific ads and marketing campaigns to show how they reflect and shape consumer desires. Savan's interviews with ad agencies and corporate clients—along with her insightful analyses of influential TV sports—reveal how successful advertising works. Ads do more than command attention. They are signposts to the political, cultural, and social trends that infiltrate the individual consumer's psyche. Think of the products associated with corporate mascots—the drum-beating bunny, the cereal-pushing tiger, the doughboy—that have become pop culture icons. Think cool. Think of the clothing manufacturer that uses multiracial imagery. Think progressive. Buy their worldview, buy their product. When virtually every product can be associate with some positive self-image, we are subtly refashioned into the advertiser's concept of a good citizen. Like it or not, we lead "the sponsored life."