"All editions of this book have presented a single core idea, called “cultural frames for goods.” In this idea, we have sought to draw together all of the many separate strands that make up the fascinating complexity of advertising practice and its products, as they have evolved during the entire period between the late nineteenth century to the present time. We argue that one unifying cultural frame is dominant during a specific historical period and then transitions into a newer one. In the first two editions of this book, we arrayed the cultural frame as a series of four discrete phases. In the third edition, a new member of our author team, Jackie Botterill, developed the idea of a fifth frame, enabling us to make sense out of what has been happening in advertising practice during the 1980s and 1990s. Professor Botterill’s imaginative and insightful construction of the fifth frame remains applicable to the latest phase of advertising practice down to the present day. The fourth edition of Social Communication in Advertising has been prepared by Kyle Asquith, who has updated the contents to consider twenty-first-century advertising and consumer society, with revisions throughout and two all-new chapters. Chapter 12 examines the institutional structure of twenty-first-century advertising, the current power struggles and strategies at play in the industry as marketing dollars shift from traditional mass media to internet, social, and mobile media promotion. Chapter 13 turns from the technological and institutional contexts of the twenty-first-century mediated marketplace to discuss the larger cultural messages of advertising, which although shifting in formats, remains a privileged social communicator." (Preface, page viii)