Authors: Arthur Asa Berger
ISBN-13: 9780742527232, ISBN-10: 0742527239
Format: Hardcover
Publisher: Rowman & Littlefield Publishers, Inc.
Date Published: September 2003
Edition: (Non-applicable)
Now in its third edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of 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. The new edition features updated examples and new theoretical material, including expanded discussions on critical analysis methods, sexuality in advertising, global advertising, and neuromarketing.
Preface | ||
Acknowledgments | ||
1 | Advertising in American Society | 1 |
2 | Consumer Cultures | 25 |
3 | Advertising and the Communication Process | 45 |
4 | Running It Up a Flagpole to See If Anyone Salutes | 59 |
5 | Sexuality and Advertising | 73 |
6 | Political Advertising | 87 |
7 | The Marketing Society | 101 |
8 | Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement | 123 |
9 | Analyzing Television Commercials: The Macintosh "1984" Commercial | 139 |
10 | Where Next? | 161 |
Appendix | 167 | |
Glossary | 171 | |
Bibliography | 189 | |
Index | 193 | |
About the Author | 197 |