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Ads, Fads, and Consumer Culture



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Rowman & Littlefield Pub Inc
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This is the 4th edition with a publication date of 4/16/2011.

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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.

Author Biography

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

Table of Contents

Forewordp. xi
Preface to the Fourth Editionp. xv
Preface to the Third Edition xix
Acknowledgmentsp. xxiii
Advertising in American Socieryp. 1
Advertising as a Puzzlementp. 1
Max Weber on Religion and Consumer Culturesp. 4
Advertising and Politicsp. 5
Defining Advertisingp. 6
Advertising Agenciesp. 10
Psycho-Cultural Perspective on Advertisingp. 12
Running It Up a Flagpole to See If Anyone Salutesp. 13
Commercials as Mini-Dramas and Works of Artp. 15
Teleculture and the Internetp. 21
The Super Bowlp. 24
Conclusionp. 26
Consumer Culturesp. 29
A Cultural Critique of Advertisingp. 29
Consumer Cultures Definedp. 31
Taste Cultures and Advertisingp. 33
The Postmodern Perspectivep. 34
The Problem of Emotions Overcoming Rationalityp. 38
Consumer Culture and Privatismp. 39
Neiman Marcus and ˘Couthification÷p. 40
Needs Are Finite, Desires Are Infinitep. 42
Mirnetic Desirep. 44
Are There Four Consumer Cultures, Not Just One?p. 45
Classified Advertisingp. 51
Advertising and the Communication Processp. 55
The Lasswell Formulap. 55
Focal Points and the Study of Mediap. 56
The Lasswell Formula and Focal Pointsp. 58
A Problem with the Lasswell Forthulap. 58
Metaphor and Metonymyp. 61
Metaphor and Identity: I Am a Seashellp. 63
Running It Up a Flagpole to See If Anyone Salutesp. 65
LisaĂs Morning: A Fictionp. 65
Lisa GreatgalĂs and Johnny Q. PublicĂs Daily Media Dietp. 66
Television Viewing and Exposure to Commercialsp. 67
Our All-Consuming Passion for Consumingp. 69
A Note on ˘Hauls÷p. 70
The Price we Pay for ˘Free÷ Televisionp. 70
The Illusion of Controlp. 70
Being a ˘Branded Individual÷p. 75
Selling Oneselfp. 79
Selling Oneself for Brandsp. 80
The Problem of Self-Alienationp. 81
We Can Choose as We Please, but Can We Please as We Please?p. 82
The Agony of Choicep. 85
Non-Advertising Forms of Advertisingp. 86
Sexuality and Advertisingp. 89
Sex in Advertisingp. 91
Sexploitation and Anxietyp. 94
The Peach That Became a Prune A Cautionary Fablep. 96
The Pseudo-Poetic Appeal to the Illiteratip. 99
Sex Appeal and Gender Appealp. 101
Sex Sells Cigarettesp. 102
The Case of Joe Cannelp. 103
Sex and the Problem of Clutterp. 105
Political Advertisingp. 109
Kinds of Political Advertisementsp. 111
The 1998 California Primary: A ˘Virtual÷ Campaign for Governorp. 113
Questions Raised by the ˘Virtual÷ Campaignp. 114
The 2002 California Campaign for Governorp. 116
The 2010 California Campaign for Governorp. 118
The Cost of Presidential Campaignsp. 118
The Code of the Commercial (and Other Political Advertising)p. 119
The Emotional basis of Partisan Politicsp. 120
The Death of the Tobacco Billp. 122
The Marketing Societyp. 125
Statistics on Advertisingp. 125
More Comments on the Illusion of Freedomp. 126
The Marketing Viewp. 128
MaslowĂs Theory of Needsp. 130
The VALS 1 Typologyp. 130
Using the VALS 1 Typology: A Case Studyp. 134
VALS 2: A Revision of the VALS 1 Typologyp. 134
Zip Codes and Kinds of Consumersp. 136
The Claritas Typologyp. 138
Magazine Choice as an Indicator of Consumer Tastep. 140
Types of Teenage Consumersp. 142
Blogs and Marketingp. 144
A Typology for Everyone in the Worldp. 145
A Comparison of the Different Typologtiesp. 147
AConclusion in the Form of a Questionp. 149
Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisementp. 151
LotmanĂs Contributions to Understanding Textsp. 151
WhatĂs There to Analyze in an Advertisement?p. 152
Analysing the Fidji Adp. 154
A Semiotic Interpretation of the Fidji Advertisementp. 155
A Psychoanalytic Interpretation of the Fidji Advertisementp. 157
A Sociological Interpretation of the Fidji Advertisementp. 160
A Marxist Interpretation of the Fidji Advertisementp. 161
The Myth Model and the Fidji Advertisementp. 162
A Feminist Interpretation of the Fidji Advertisementp. 164
Conclusionp. 165
Analyzing Television Commercials: The Macintosh ˘1984÷ Commercialp. 167
A Synopsis of the Textp. 169
The Backgroundp. 170
George OrwellĂs 1984 and Ridley ScottĂs ˘1984÷p. 171
The Image of the Total Institutionp. 172
The PrisonersĂ Booksp. 173
The Blond as Symbolp. 174
The Brainwashing Scenariop. 174
The Big Brother Figurep. 175
The BrainwasherĂs Messagep. 175
The Big Explosionp. 176
The InmatesĂ Responsep. 177
The Macintosh Announcementp. 177
The Heroine as Mythic Figurep. 177
Psychoanalytic Aspects of the Commercialp. 178
The Blond as Mediatorp. 179
Alienated Prolesp. 181
The Big Bluep. 182
A Clever Marketing Strategyp. 182
The ˘1984÷ Commercial and a Bit of Scholarly Researchp. 183
Where Next?p. 187
Drug Advertisingp. 187
Children and Advertisingp. 190
Battling for Peoples Attentitonp. 192
Cell Phones, Social Media, and Advertisingp. 193
Appendix: Useful Web Sitesp. 195
Glossaryp. 197
Annotated Bibliographyp. 215
Bibliographyp. 219
Indexp. 225
About the Authorp. 233
Table of Contents provided by Ingram. All Rights Reserved.

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