Volume 3, Number 4, 2000 Contents: M.P. McAllister, S.R. Mazzarella, Guest Editor's Note. ARTICLES: I.L. Stole, Consumer Protection in Historical Perspective: The Five-Year Battle Over Federal Regulation of Advertising, 1933 to 1938. J.P. Cook, Consumer Culture and Television Home Shopping Programming: An Examination of the Sales Discourse. W.S. Wong, The Rise of Consumer Culture in a Chinese Society: A Reading of Banking Television Commercials in Hong Kong During the 1970s. M. Soar, Encoding Advertisements: Ideology and Meaning in Advertising Production. SCHOLARLY MILESTONES ESSAY: S. Ewen, Memoirs of a Commodity Fetishist. BOOK REVIEW: P. McMasters,War and Press Freedom: The Problem of Prerogative Power by Jeffery A. Smith.

Guest Editors: Matthew P. McAllister, Sharon R. Mazzarella

Furthering the dialogue about the growing power of commercialization and consumerism from a variety of perspectives and methodologies, this special issue contains a meticulously-researched account of the early battles waged over advertising regulation. It also includes articles examining the phenomenon of home shopping channels to determine how issues of social class are incorporated into their sales discourse, and showing how, since the 1970s, the discourse of ads in Hong Kong have changed from a celebration of more "traditional" Chinese values to a celebration of more "Western," consumer values. This issue also provides a focus on a subject often missing from studies of advertising and consumer culture--the advertising creatives themselves.