CAUTION! THIS MAY BE AN ADVERTISEMENT

Freelancer Gay (her many titles include Ozone, 1989) relates the history of ads, from criers and peddlers to the current bombardment. The historical background is fascinating (e.g., the red of a barber pole's signifies bloodletting, the original vocation) and helps put the pervasiveness of media advertising in perspective; interestingly, with visual appeals to less-literate consumers, we are returning to an earlier strategy. Defining ``advertising'' as ways to inform, sell, and promote, Gay runs an entertaining gamut: selling candidates and causes; using field marketing, packaging, and targeting; overcoming stereotypes (comparing old and new Aunt Jemimas); why we buy (from conformity to comfort); historic flops (New Coke) and hoaxes (Beech-Nut's shameful misleading of parents on juice content). Advice on negotiating trick come-ons, phony markdowns, doublespeak, and fine print will leave readers less likely to be hoodwinked—and with more self-knowledge. Extensive source notes; bibliography; index and b&w photo insert not seen. (Nonfiction. 12+)