Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society / Edition 3

Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society / Edition 3

by Arthur Asa Berger, Fred Goldberg
     
 

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. He explores how advertisingSee more details below

Overview

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. He explores how advertising works and how society does or doesn't respond to it, and he gives two detailed interpretations of ads to offer readers step-by-step frameworks for decoding print ads and television commercials. In making our own purchasing decisions, do we still end up buying only well-advertised products? Ads, Fads, and Consumer Culture shows that there is a fine line between being aware of advertising and being influenced by it. The book also includes a glossary of advertising and communication theory terms.

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

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Product Details

ISBN-13:
9780742554436
Publisher:
Rowman & Littlefield Publishers, Inc.
Publication date:
03/15/2007
Edition description:
3rd Edition
Pages:
244
Sales rank:
1,476,472
Product dimensions:
6.32(w) x 9.34(h) x 0.79(d)

Table of Contents

Preface
Acknowledgments
1Advertising in American Society1
2Consumer Cultures25
3Advertising and the Communication Process45
4Running It Up a Flagpole to See If Anyone Salutes59
5Sexuality and Advertising73
6Political Advertising87
7The Marketing Society101
8Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement123
9Analyzing Television Commercials: The Macintosh "1984" Commercial139
10Where Next?161
Appendix167
Glossary171
Bibliography189
Index193
About the Author197

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