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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 | |