1. Introduction : 'dynamic and sensuous representations of cultural yalues' -- 2. The historical dynamics of the advertising industry -- 3. The historyof advertisements -- 4. The academic critique of advertising -- 5. The dynamics of cultural change : commercial culture in the age of identity -- 6. The psychodynamics of advertising -- 7. Psycho-social categories for the study of everyday life -- 8. Driven by passion? Car advertisement content 1950-1998 -- 9. Going to market : banking and the advertising dynamic -- 10. The democratisation of credit -- 11. Conclusions : the re-emergence of the rational consumer
