Now in its fourth edition, Ads, Fads, and Consumer Culture deals with the impact of advertising upon American character and culture. It offers a definition of advertising, explains the way advertising agencies work, discusses the functions of advertising, and provides a psycho-cultural perspective on advertising. Among the topics it deals with are the role of brands in selling products and the problem of self-alienation and its relation to consumption. It also analyzes consumer cultures, places advertising in the communication process, and considers the use of sexuality in advertising, political advertising, and marketing theory. The marketing discussion deals with the Values and Lifestyle Typology (VALS) and the Claritas typology. The chapters analyzing print advertisements and television commercials are distinctive features of the book. For print advertising, it provides a list of topics to consider in analyzing print advertising and then provides a detailed analysis of a fascinating Fidji perfume advertisement that shows a Polynesian woman with a snake around her neck. It provides a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist analysis of this advertisement. For television commercials, it analyzes the famous Macintosh '1984' commercials in a number of different ways as well. In the last chapter it speculates about the role of advertising in selling drugs to people, children and advertising, and the problems advertising agencies have in getting people's attention. It also offers a glossary to terms used in the book and an annotated bibliography.
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Now in its fourth 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. This new edition features up-to-date examples and new theoretical material, including expanded discussions of a number of topics, such as Weber's study of religion and its role in consumption, the role of the unconscious and emotion in shaping consumer behavior, the way brands shape the behavior of 'mall girls,' sexuality and advertising, and Maslow's theory of needs. The book also 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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Descrizione libro Rowman & Littlefield Publishers, 2011. Paperback. Condizione libro: New. book. Codice libro della libreria 1442206691
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Descrizione libro Rowman & Littlefield Publishers, 2011. Paperback. Condizione libro: New. 4th Edition. Codice libro della libreria DADAX1442206691
Descrizione libro 2011. Paperback. Condizione libro: New. 4th. 155mm x 230mm x 18mm. Paperback. Now in its fourth edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary advertising and its impacts on American society.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 258 pages. 0.394. Codice libro della libreria 9781442206694
Descrizione libro Rowman & Littlefield Publisher, 2011. Paperback. Condizione libro: New. Codice libro della libreria P111442206691
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97814422066941.0
Descrizione libro Rowman & Littlefield Publishers. PAPERBACK. Condizione libro: New. 1442206691 New Condition. Codice libro della libreria NEW6.0711280