Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society / Edition 2

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Overview

Now in its third edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary 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 up-to-date examples and new theoretical material, including expanded discussions on critical analysis methods, sexuality in advertising, global advertising, and neuromarketing-and comes complete with updated ads and Berger's signature drawings. Whether they are new to Berger's lively style of teaching and writing or loyal adopters, advertising and media professors will want to check out the latest edition of this text.

About the Author:
Arthur Asa Berger is professor emeritus of broadcast and electronic communication arts at San Francisco State University

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Editorial Reviews

Choice
Berger offers an intriguing analysis of advertising and its place in society. This book is an excellent introduction for anyone interested in learning about advertising. Undergraduate students would find the book an easy-to-use reference, while graduate students might use it best as a starting point for more in-depth research. Scholars, too, may find value in the text for the research questions posed throughout. Overall, the book is an informative, enjoyable read. Highly recommended.
Advertising Age
Pick up the new paperback edition.... It's a good, informative book about sex and advertising and other cool subjects, including new material on product placement.
Fred Goldberg
It was pure pleasure reading Arthur Asa Berger’s esoteric deconstruction of the Macintosh ‘1984’ commercial. I was part of this commercial’s development and had no idea we were making semiotic history. Only a person of Berger’s intellect and insight could have figured it all out as he has.
Jonathan Schroeder
Succeeds in introducing a way to study advertising in an interesting, lively, and thought-provoking package. An excellent, accessible textbook for students who are interested in advertising, as well as students in communication, business, and sociology. . . . I would feel comfortable using this text in courses with freshmen through seniors.
Carol Wilder
In Ads, Fads, and Consumer Culture, Arthur Asa Berger strikes the raw nerve of American advertising. As in his many other cultural commentaries, Berger drives his point home with wit, wisdom, and wide-ranging examples, offering powerful inoculation against the worst excesses of today’s climate of greed and commodification.
Howard Rheingold
Arthur Asa Berger is that rare combination of astute, deep, and fun. His insights into the psychology, sociology, economics, and political implications of advertising and pop culture, in a lively, readable form, are a must for any student of popular culture.
Douglas Kellner
Arthur Asa Berger’s Ads, Fads, and Consumer Culture provides a multifaceted study of advertising that demonstrates its importance for the economy, politics, social life, and individual identities. Skillfully employing cultural, communications, and social theory, Berger brilliantly illuminates the multiple functions of advertising in today’s consumer culture.
CHOICE
Berger offers an intriguing analysis of advertising and its place in society. This book is an excellent introduction for anyone interested in learning about advertising. Undergraduate students would find the book an easy-to-use reference, while graduate students might use it best as a starting point for more in-depth research. Scholars, too, may find value in the text for the research questions posed throughout. Overall, the book is an informative, enjoyable read. Highly recommended.
Journalism and Mass Communication Quarterly
Deceptively simple, and powerfully argued, Berger's little training manual describes the rationale, techniques, and application of cultural criticism of advertising and represents another assault on the limited-effects school that has so dominated—and some would argue stymied—American mass communication theory and study.
Discourse & Society
Berger's book is a well-written, concise introduction to advertising communication.
Contemporary Sociology
This book is well-written, down-to-earth, accessible, and rich in useful information.
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Product Details

  • ISBN-13: 9780742527249
  • Publisher: Rowman & Littlefield Publishers, Inc.
  • Publication date: 9/28/2003
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 216
  • Product dimensions: 5.90 (w) x 8.92 (h) x 0.51 (d)

Meet the Author

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

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
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