Poetics and poetry of advertising

Although most advertising texts, ads, and posters possess a high degree of literariness, these commercial forms of writing are usually distinguished from literary texts. Across different media, advertising forms employ poetic and narrative structures. Conversely, literature today is a multi-billion dollar consumer good, and the production and reception of literature are consequently dependent on effective advertising. This volume brings together contributions from literary, cultural, and media studies on the function and impact of literary language in advertising texts, on literature as a consumer good, and on advertising, consumption, and the art of persuasion as literary topoi. It discusses a variety of texts, including the TV series "Mad Men," the novels of Émile Zola, and the films of Lars von Trier.