... Bibliography: Books ...

1) O'Sullivan, Tim, Jewkes Yvonne(2004):Media Studies Reader.London Great Britain:Arnold Publishers

" Black people have largely portrayed as part of the mainstream middle class, which does not accuratley reflect the lives of many blacks who find themselves excluded from such a life in advanced capitalist societies", Page: 155

" Blacks now appear quite often in commercials, although not in the same proportion as in the total population". page: 156

This book relates to my topic, as i am focusing on the black culture in today's society and how they are stereotyped throughout the advertising media.

2) Casey Bernadette, Casey Neil, Calvert Ben, French Liam, Lewis Justin(2002):Television Studies. London Great Britain:Routledge.

"Raymond Williams (1980) described advertising as a 'magic system' that promoted capitalism and deflected attention away from social class differences". Page: 5

This quote will help me in my investigation, as it focuses on what other studies have focused on when looking at the advertising industry and the results of this may contribute to my case study.

3) Williams,Kevin(2003): Understanding Media Theory. London Great Britain:Arnold Publishers.

" Cultural effects theories do locate media violence in a wider cultural context, drawing attention to questions other theories marginalise as well as the political dimension of the debate".

This quote will help me due to me looking at cultural defintions of advertising, and how the media have a big influence when advertising.

4) Nicholas,Joe, Price John(1988): Advanced Studies in Media. Surrey United Kingdom: Neslon Publishers.

" A media organisation's critical independene can sometimes be affected by its relationship with other organisations which need publicity". Page:21#

Again this quote is very useful due to how the media and other organisations have the upper hand on what gets shown and what doesnt get shown.

5)Burton, Graeme(1990): More than meets the Eye. London Great Britain: Arnold Publishers.

" Advertising is not a form of communication, but a way of using forms of communication to acheive effects".

Ive chosen this quote because it relavent to what my case study is about, which the advertising media.

6) Rayner,Philip,Wall Peter,Kruger Stephen(2001): As Media Studies:The Essential Introduction.London Great Britain:Routledge.

" Advertising promotes unrealistic and dangerous role models".

" it is very difficult to assess the effect of advertising and the extent to which people are affected by the advertisements to which they are exposed".

These quotes will be very useful due to once again reflecting on how the advertising media effects and promotes peoples behaviours and the way they think.

7) Branston,Gill,Stafford Roy(2003): the Media Student's Book.London Great Britain.Routledge.

"Many men feel that the most compelling advertising respresentations of masculinity are ones that produce real levels of anxiety and inadequacy, even if male culture, with its emphasis on 'strong' silences or loud camaraderie, makes it difficult to talk about or express such feelings". Page: 382

This quote will help me due to it focusing more on a males perspective when advertising.

8) Hall,Ken, Holmes Philips(2008): Media Studies As & A2. Essex Great Britain.Parson Education.

"Gauntlett argues that the effects model makes many incorrect assumptions such as assuming children cannot cope with violence in the media in any form. page:147

This quote will be useful due to me focusing on tyoung people (boys) in the advertising media.