The Commercialization of American Culture: New Advertising, Control and Democracy / Edition 1

by Matthew P. McAllister

Overview

Advertising in the United States has infiltrated virtually every aspect of life from classroom television through supermarket check-out lanes to doctors' surgeries. The advertising industry is constantly seeking new consumer avenues, the most recent including niche marketing, database marketing, cross-promotion and place-based marketing. In this valuable resource, Matthew P Mc Allister critically assesses the role of advertising in society, examines the recent innovations in technique, and discusses the social and commercial implications of these developments.

Product Details

ISBN-13:	9780803953802
Publisher:	SAGE Publications
Publication date:	11/02/1995
Edition description:	New Edition
Pages:	312
Product dimensions:	5.50(w) x 8.50(h) x 0.70(d)

Table of Contents

Introduction
The Changing Nature of Advertising and Control
Advertising's External and Internal Control
Social Implications
Place-Based Advertising
Control through Location
Controlling Viewer Behavior
Creating the Zapless Ad
Cross Promotion
Control through Cooperation
Sponsorship
Control behind a Philanthropic Facade
Commercials, Control and the Computer Revolution
Conclusion

Editorial Reviews

The media, which are essential to the well-being of a democracy, are doing a poor job in serving a participatory citizenship, and are likely to do an even worse job in the future, says McAllister (communication studies, Va. Polytechnic Inst. and State U.). A large reason, he argues, is the current direction of advertising--the fuel that powers the engine of media--in an era of one- newspaper towns, cable monopolies, and homogeneous mall theater chains. He explores advertising tactics such as place-based media, cross-promotion, and product placement in movies, and shows that these phenomena are related, sparked by the same trends and often designed to accomplish the same goals. Paper edition (unseen), $21.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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