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| Foreword | |
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| Preface to the Fourth Edition | |
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| Preface to the Third Editionxix | |
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| Acknowledgments | |
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| Advertising in American Sociery | |
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| Advertising as a Puzzlement | |
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| Max Weber on Religion and Consumer Cultures | |
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| Advertising and Politics | |
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| Defining Advertising | |
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| Advertising Agencies | |
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| Psycho-Cultural Perspective on Advertising | |
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| Running It Up a Flagpole to See If Anyone Salutes | |
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| Commercials as Mini-Dramas and Works of Art | |
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| Teleculture and the Internet | |
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| The Super Bowl | |
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| Conclusion | |
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| Consumer Cultures | |
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| A Cultural Critique of Advertising | |
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| Consumer Cultures Defined | |
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| Taste Cultures and Advertising | |
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| The Postmodern Perspective | |
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| The Problem of Emotions Overcoming Rationality | |
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| Consumer Culture and Privatism | |
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| Neiman Marcus and �Couthification� | |
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| Needs Are Finite, Desires Are Infinite | |
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| Mirnetic Desire | |
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| Are There Four Consumer Cultures, Not Just One? | |
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| Classified Advertising | |
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| Advertising and the Communication Process | |
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| The Lasswell Formula | |
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| Focal Points and the Study of Media | |
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| The Lasswell Formula and Focal Points | |
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| A Problem with the Lasswell Forthula | |
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| Metaphor and Metonymy | |
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| Metaphor and Identity: I Am a Seashell | |
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| Running It Up a Flagpole to See If Anyone Salutes | |
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| Lisa�s Morning: A Fiction | |
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| Lisa Greatgal�s and Johnny Q. Public�s Daily Media Diet | |
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| Television Viewing and Exposure to Commercials | |
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| Our All-Consuming Passion for Consuming | |
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| A Note on �Hauls� | |
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| The Price we Pay for �Free� Television | |
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| The Illusion of Control | |
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| Being a �Branded Individual� | |
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| Selling Oneself | |
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| Selling Oneself for Brands | |
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| The Problem of Self-Alienation | |
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| We Can Choose as We Please, but Can We Please as We Please? | |
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| The Agony of Choice | |
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| Non-Advertising Forms of Advertising | |
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| Sexuality and Advertising | |
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| Sex in Advertising | |
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| Sexploitation and Anxiety | |
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| The Peach That Became a Prune A Cautionary Fable | |
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| The Pseudo-Poetic Appeal to the Illiterati | |
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| Sex Appeal and Gender Appeal | |
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| Sex Sells Cigarettes | |
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| The Case of Joe Cannel | |
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| Sex and the Problem of Clutter | |
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| Political Advertising | |
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| Kinds of Political Advertisements | |
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| The 1998 California Primary: A �Virtual� Campaign for Governor | |
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| Questions Raised by the �Virtual� Campaign | |
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| The 2002 California Campaign for Governor | |
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| The 2010 California Campaign for Governor | |
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| The Cost of Presidential Campaigns | |
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| The Code of the Commercial (and Other Political Advertising) | |
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| The Emotional basis of Partisan Politics | |
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| The Death of the Tobacco Bill | |
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| The Marketing Society | |
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| Statistics on Advertising | |
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| More Comments on the Illusion of Freedom | |
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| The Marketing View | |
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| Maslow�s Theory of Needs | |
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| The VALS 1 Typology | |
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| Using the VALS 1 Typology: A Case Study | |
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| VALS 2: A Revision of the VALS 1 Typology | |
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| Zip Codes and Kinds of Consumers | |
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| The Claritas Typology | |
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| Magazine Choice as an Indicator of Consumer Taste | |
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| Types of Teenage Consumers | |
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| Blogs and Marketing | |
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| A Typology for Everyone in the World | |
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| A Comparison of the Different Typologties | |
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| AConclusion in the Form of a Question | |
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| Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement | |
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| Lotman�s Contributions to Understanding Texts | |
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| What�s There to Analyze in an Advertisement? | |
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| Analysing the Fidji Ad | |
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| A Semiotic Interpretation of the Fidji Advertisement | |
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| A Psychoanalytic Interpretation of the Fidji Advertisement | |
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| A Sociological Interpretation of the Fidji Advertisement | |
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| A Marxist Interpretation of the Fidji Advertisement | |
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| The Myth Model and the Fidji Advertisement | |
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| A Feminist Interpretation of the Fidji Advertisement | |
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| Conclusion | |
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| Analyzing Television Commercials: The Macintosh �1984� Commercial | |
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| A Synopsis of the Text | |
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| The Background | |
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| George Orwell�s 1984 and Ridley Scott�s �1984� | |
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| The Image of the Total Institution | |
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| The Prisoners� Books | |
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| The Blond as Symbol | |
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| The Brainwashing Scenario | |
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| The Big Brother Figure | |
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| The Brainwasher�s Message | |
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| The Big Explosion | |
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| The Inmates� Response | |
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| The Macintosh Announcement | |
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| The Heroine as Mythic Figure | |
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| Psychoanalytic Aspects of the Commercial | |
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| The Blond as Mediator | |
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| Alienated Proles | |
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| The Big Blue | |
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| A Clever Marketing Strategy | |
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| The �1984� Commercial and a Bit of Scholarly Research | |
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| Where Next? | |
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| Drug Advertising | |
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| Children and Advertising | |
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| Battling for Peoples Attentiton | |
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| Cell Phones, Social Media, and Advertising | |
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| Appendix: Useful Web Sites | |
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| Glossary | |
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| Annotated Bibliography | |
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| Bibliography | |
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| Index | |
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| About the Author | |