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

Ads, Fads, and Consumer Culture

Advertising's Impact on American Character and Society, Fifth Edition

Paperback Published: 22nd January 2015
ISBN: 9781442241251
Number Of Pages: 276
For Ages: 18+ years old

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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.

Industry Reviews

Berger has produced a fantastic fifth edition of his Ads, Fads and Consumer Culture. The new edition includes excellent, current examples that will be welcomed by students and professors alike.--Dirk vom Lehn, King's College London

Foreword by Fred S. Goldberg Preface to the Fifth Edition Acknowledgments 1. Advertising in American Society Advertising as a Puzzlement Defining Advertising Advertising Agencies Max Weber on Religion and Consumer Cultures Advertising and Politics A Psycho-Cultural Perspective on Advertising Running It Up a Flagpole to See If Anyone Salutes Commercials as Mini-Dramas and Works of Art Teleculture and the Internet The Super Bowl The Global Nature of Advertising Agencies Conclusion 2. Consumer Cultures A Cultural Critique of Advertising Consumer Cultures Defined Taste Cultures and Advertising The Postmodern Perspective The Problem of Emotions Overcoming Rationality Consumer Culture and Privatism Neiman Marcus and "Couthification" Needs Are Finite, Desires Are Infinite Are There Four Consumer Cultures, Not Just One? National Character and Consumer Cultures 3. Advertising and the Communication Process The Lasswell Formula Focal Points and the Study of Media Roman Jakobson's Model of the Communication Process Run It Up a Flagpole Metaphor and Metonymy Myth and Marketing Integrated Marketing Communication 4. Running It Up a Flagpole to See If Anyone Salutes Lisa's Morning: A Fiction Lisa Greatgal's and Johnny Q. Public's Daily Media Diet Television Viewing and Exposure to Commercials A Note on "Hauls" The Price We Pay for "Free" Television The Illusion of Control Being a "Branded" Individual Selling Oneself Selling One's Body for Brands The Problem of Self-Alienation We Can Choose as We Please, but Can We Please as We Please? The Agony of Choice Nonadvertising Forms of Advertising 5. Sexuality and Gender in Advertising Sex and Gender in Advertising Sex in Advertising Sexploitation and Anxiety The Peach That Became a Prune: A Cautionary Fable The Pseudopoetic Appeal to the Illiterati Sex Appeal and Gender Appeal Sex and the Problem of Clutter 6. Political Advertising The Cost of Presidential Campaigns The Cost of the 2012 Presidential Election Questions Raised by the Election Campaigns A Note on the California Campaign for Governor in 2010 The Code of the Commercial (and Other Political Advertising) The Emotional Basis of Partisan Politics 7. The Marketing Society Statistics on Advertising More Comments on the Illusion of Freedom The Marketing View The VALS 1 Typology Using the VALS 1 Typology: A Case Study VALS 2: A Revision of the VALS 1 Typology ZIP Codes and Kinds of Consumers The Claritas Typology Magazine Choice as an Indicator of Consumer Taste Types of Teenage Consumers Blogs and Marketing A Typology for Everyone in the World A Comparison of the Different Typologies A Conclusion to This Discussion in the Form of a Question 8. Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement Lotman's Contributions to Understanding Texts What's There to Analyze in an Advertisement? Analyzing the Fidji Ad A Semiotic Interpretation of the Fidji Advertisement A Psychoanalytic Interpretation of the Fidji Advertisement A Sociological Interpretation of the Fidji Advertisement A Marxist Interpretation of the Fidji Advertisement The Myth Model and the Fidji Advertisement A Feminist Interpretation of the Fidji Advertisement Conclusion 9. Analyzing Television Commercials The Macintosh "1984" Commercial A Synopsis of the Text The Background Testing the "1984" Macintosh Commercial George Orwell's 1984 and Ridley Scott's "1984" The Image of the Total Institution The Prisoners' Boots The Blond as a Symbol The Brainwashing Scenario The Big Brother Figure The Brainwasher's Message The Big Explosion The Inmates' Response The Macintosh Announcement The Heroine as Mythic Figure Psychoanalytic Aspects of the Commercial The Blond as Mediator Alienated Proles The Big Blue A Clever Marketing Strategy The "1984" Commercial and a Bit of Scholarly Research 10. Where Next? Drug Advertising Children and Advertising Battling for People's Attention Smart Phones, Social Media, and Advertising Glossary Annotated Bibliography Bibliography Index About the Author

ISBN: 9781442241251
ISBN-10: 144224125X
Audience: General
For Ages: 18+ years old
For Grades: 13 - 17
Format: Paperback
Language: English
Number Of Pages: 276
Published: 22nd January 2015
Country of Publication: US
Dimensions (cm): 22.1 x 15.75  x 1.27
Weight (kg): 0.36
Edition Number: 5
Edition Type: Annotated