After graduating from Hull University with a degree in Psychology and Sociology, Michael Fay worked in various marketing positions in the UK for ten years. He then sought to turn himself into an academic, and after taking up a masterate at Lancaster he took up a lecturing position in the Department of Marketing at the University of Otago, New Zealand. Nowadays his teaching is largely concerned with advertising and his research with trying to unravel the relationship between advertising and society. He is curator of the Otago Advertising Archive, which contains over a million magazine advertisements from the 1940s to the present. Away from work, Michael's interests include fishing, rugby watching and administration, fine beer and landscape gardening on a truly grand scale. He has never had a Big Mac.