Using a variety of print advertisements,this exciting and provocative study explores how the consumer is created in terms of sex, race and class. Essential reading for all those interested in issues of consumption, citizenship and gender.

Introduction 1. The Individual, the Citizen and the Consumer 2. Advertising Knowledges 3. Advertising, Texts and Textual Strategies 4. Branding Vision: Advertising, Time and Privilege 5. Female Visions: Advertising, Women and Narrative 6. Visual Epistemologies and New Consumer Rights