Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society (5th Revised edition)
By: Arthur Asa Berger (author)Paperback
The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising's effects on American character and culture. Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.
Arthur Asa Berger is professor emeritus of broadcast and electronic communication arts at San Francisco State University.
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
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- ID: 9781442241251
5th Revised edition
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