The Sage Handbook of Promotional Culture and Society critically examines the social, political, and cultural impact of promotional industries, including advertising, branding, public relations, strategic communication, and marketing communication.


By adopting a global and inclusive approach to its subject, the Handbook champions marginalised voices and cross-cultural scholarship. It brings together contributions from and about a broad range of countries and contexts beyond the Global North, providing a well-rounded picture of promotion as the international phenomenon it is today


Chapters explore both established and emerging topics, with an entire section dedicated to the interplay between promotion and identities, as well as providing coverage of interdisciplinary issues such as promotional media and children, the climate crisis, and social media influencers. There is also a clear focus on bridging theory and practice, with discussions of promotional occupations and workers woven through the chapters.


By reflecting on the questions of what promotional culture is today, how it has evolved, and where it is practiced and by whom, this Handbook is essential reading for scholars and students seeking to shape future research and debate in this dynamic field.


Part 1: Promotional Culture and Industry Logics


Part 2: Promotional Practices


Part 3: Promotion and Identities


Part 4: Promotion and Popular Culture


Part 5: Promotion and Institutional Power