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Ads, Fads, and Consumer Culture : Advertising's Impact on American Character and Society - Arthur Asa Berger

Ads, Fads, and Consumer Culture

Advertising's Impact on American Character and Society

By: Arthur Asa Berger, Fred S. Goldberg (Contribution by)

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Published: 16th April 2011
Format: ePUB
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Now in its fourth edition, Ads, Fads, and Consumer Culture deals with the impact of advertising upon American character and culture. It offers a definition of advertising, explains the way advertising agencies work, discusses the functions of advertising, and provides a psycho-cultural perspective on advertising. Among the topics it deals with are the role of brands in selling products and the problem of self-alienation and its relation to consumption. It also analyzes consumer cultures, places advertising in the communication process, and considers the use of sexuality in advertising, political advertising, and marketing theory. The marketing discussion deals with the Values and Lifestyle Typology (VALS) and the Claritas typology. The chapters analyzing print advertisements and television commercials are distinctive features of the book. For print advertising, it provides a list of topics to consider in analyzing print advertising and then provides a detailed analysis of a fascinating Fidji perfume advertisement that shows a Polynesian woman with a snake around her neck. It provides a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist analysis of this advertisement. For television commercials, it analyzes the famous Macintosh '1984' commercials in a number of different ways as well. In the last chapter it speculates about the role of advertising in selling drugs to people, children and advertising, and the problems advertising agencies have in getting people's attention. It also offers a glossary to terms used in the book and an annotated bibliography.

Chapter 1 Forward
Chapter 2 Preface to the Fourth Edition
Chapter 3 Preface to the Third Edition
Chapter 4 Acknowledgments
Chapter 5 1 Advertising in American Society
Chapter 6 2 Consumer Cultures
Chapter 7 3 Advertising and the Communication Process
Chapter 8 4 Running It Up a Flagpole to See If Anyone Salutes
Chapter 9 5 Sexuality and Advertising
Chapter 10 6 Political Advertising
Chapter 11 7 The Marketing Society
Chapter 12 8 Analyzing Print Advertisements
Chapter 13 9 Analyzing Television Commercials
Chapter 14 10 Where Next?
Chapter 15 Appendix: Useful Web Sites
Chapter 16 Glossary
Chapter 17 Annotated Bibliography
Chapter 18 Bibliography

ISBN: 9781442206700
ISBN-10: 1442206705
Format: ePUB
Language: English
Number Of Pages: 258
Published: 16th April 2011
Publisher: University Press of America
Edition Number: 4