Guest editors' note : Advertising and consumer culture / Matthew P. McAllister and Sharon R. Mazzarella -- Consumer protection in historical perspective : the five-year battle over Federal regulation of advertising, 1933 to 1938 / Inger L. Stole -- Consumer culture and television home shopping programming : an examination of the sales discourse / Judi Puritz Cook -- The rise of consumer culture in a Chinese society : a reading of banking television commercials in Hong Kong during the 1970s / Wendy Siuyi Wong -- Encoding advertisements : ideology and meaning in advertising production / Matthew Soar -- Scholarly milestones essay : Memoirs of a commodity fetishist / Stuart Ewen.