Includes bibliographical references and index.

The individual, the citizen and the consumer -- Advertising knowledges -- Advertising, texts and textual strategies -- Branding vision: advertising, time and privilege -- Female visions: advertising, women and narrative -- Visual epistemologies and new consumer rights -- Research findings.

In societies which are increasingly dominated by consumerism, advertising plays a key role in mediating identities, power and rights. In this exciting and provocative study, Anne Cronin uses a close analysis of print advertising to highlight gender's organising function in the contemporary culture of the Image and to explore the articulation between the sexed, classed and racialised construction of the consumer which advertising creates. In doing this she also explores the figure of the citizen produced by contemporary political discourses of identity and belonging across Europe.