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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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Now in its fourth edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary advertising and its impacts on American society. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. This new edition features up-to-date examples and new theoretical material, including expanded discussions of a number of topics, such as Weber's study of religion and its role in consumption, the role of the unconscious and emotion in shaping consumer behavior, the way brands shape the behavior of 'mall girls,' sexuality and advertising, and Maslow's theory of needs. The book also comes complete with updated ads and Berger's signature drawings. Whether they are new to Berger's lively style of teaching and writing or loyal adopters, advertising and media professors will want to check out the latest edition of this text.

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
Edition Number: 4