Ads, Fads, and Consumer Culture Advertising's Impact on American Character and Society

ISBN-10: 1442206691
ISBN-13: 9781442206694
Edition: 4th 2011
List price: $19.95
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Description: Now in its fourth edition, Ads, Fads, and Consumer Culture is an accessible, reader friendly book that explainshow advertising works and deals with advertising's impact on individuals and American culture. It also discusses advertising's relation to  More...

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Book details

List price: $19.95
Edition: 4th
Copyright year: 2011
Publisher: Rowman & Littlefield Publishers, Incorporated
Publication date: 4/16/2011
Binding: Paperback
Pages: 258
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 1.078
Language: English

Now in its fourth edition, Ads, Fads, and Consumer Culture is an accessible, reader friendly book that explainshow advertising works and deals with advertising's impact on individuals and American culture. It also discusses advertising's relation to marketing, provides readers with two chapters that teach them how to analyzing print advertisements and television commercials. It offers a detailed analysis of a Fidji perfume print advertisement and the famous Macintosh 1984 television commercial. It provides a glossary of terms and an annotated bibliography.

Arthur Asa Berger is professor of broadcast and electronic communication arts at San Francisco State University.

Foreword
Preface to the Fourth Edition
Preface to the Third Editionxix
Acknowledgments
Advertising in American Sociery
Advertising as a Puzzlement
Max Weber on Religion and Consumer Cultures
Advertising and Politics
Defining Advertising
Advertising Agencies
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
Conclusion
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
Mirnetic Desire
Are There Four Consumer Cultures, Not Just One?
Classified Advertising
Advertising and the Communication Process
The Lasswell Formula
Focal Points and the Study of Media
The Lasswell Formula and Focal Points
A Problem with the Lasswell Forthula
Metaphor and Metonymy
Metaphor and Identity: I Am a Seashell
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
Our All-Consuming Passion for Consuming
A Note on �Hauls�
The Price we Pay for �Free� Television
The Illusion of Control
Being a �Branded Individual�
Selling Oneself
Selling Oneself for Brands
The Problem of Self-Alienation
We Can Choose as We Please, but Can We Please as We Please?
The Agony of Choice
Non-Advertising Forms of Advertising
Sexuality and Advertising
Sex in Advertising
Sexploitation and Anxiety
The Peach That Became a Prune A Cautionary Fable
The Pseudo-Poetic Appeal to the Illiterati
Sex Appeal and Gender Appeal
Sex Sells Cigarettes
The Case of Joe Cannel
Sex and the Problem of Clutter
Political Advertising
Kinds of Political Advertisements
The 1998 California Primary: A �Virtual� Campaign for Governor
Questions Raised by the �Virtual� Campaign
The 2002 California Campaign for Governor
The 2010 California Campaign for Governor
The Cost of Presidential Campaigns
The Code of the Commercial (and Other Political Advertising)
The Emotional basis of Partisan Politics
The Death of the Tobacco Bill
The Marketing Society
Statistics on Advertising
More Comments on the Illusion of Freedom
The Marketing View
Maslow�s Theory of Needs
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 Typologties
AConclusion in the Form of a Question
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?
Analysing 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
Analyzing Television Commercials: The Macintosh �1984� Commercial
A Synopsis of the Text
The Background
George Orwell�s 1984 and Ridley Scott�s �1984�
The Image of the Total Institution
The Prisoners� Books
The Blond as 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
Where Next?
Drug Advertising
Children and Advertising
Battling for Peoples Attentiton
Cell Phones, Social Media, and Advertising
Appendix: Useful Web Sites
Glossary
Annotated Bibliography
Bibliography
Index
About the Author

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