“Advertising”

Abstract

This entry proposes a broad consideration of advertising-as-genre. It examines three perspectives, which Law-and-Literature scholarship is particularly suited to address: law as a source for understanding the reception of advertising; law as cultural practices drawing the boundaries between advertising and adjacent fields; and law as a locus for conceptualizing – or refusing to conceptualize – the role of enchantment in advertising and hence in capitalist economies, a question that has been inescapable since the nineteenth century