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MLA
“The Captivated Viewer and Other Tales.” The New Icons?: The Art of Television Advertising, by PAUL RUTHERFORD, University of Toronto Press, Toronto; Buffalo; London, 1994, pp. 169–197, www.jstor.org/stable/10.3138/9781442681866.12. Accessed 25 Jan. 2021.
APA
RUTHERFORD, P. (1994). The Captivated Viewer and Other Tales. In The New Icons?: The Art of Television Advertising (pp. 169-197). Toronto; Buffalo; London: University of Toronto Press. Retrieved January 25, 2021, from http://www.jstor.org/stable/10.3138/9781442681866.12
CHICAGO
RUTHERFORD, PAUL. "The Captivated Viewer and Other Tales." In The New Icons?: The Art of Television Advertising, 169-97. Toronto; Buffalo; London: University of Toronto Press, 1994. Accessed January 25, 2021. http://www.jstor.org/stable/10.3138/9781442681866.12.

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