Amazon no longer offers textbook rentals. We do!

Ads, Fads, and Consumer Culture

by: Berger, Arthur Asa

Ads, Fads, and Consumer Culture

by: Berger, Arthur Asa

ISBN 13:
9781442206694
ISBN 10:
1442206691
Edition: 4th
Format: Paperback
Copyright: 04/16/2011
Publisher: Rowman & Littlefield Pub Inc

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

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.

Foreword	p. xi
Preface to the Fourth Edition	p. xv
Preface to the Third Edition xix
Acknowledgments	p. xxiii
Advertising in American Sociery	p. 1
Advertising as a Puzzlement	p. 1
Max Weber on Religion and Consumer Cultures	p. 4
Advertising and Politics	p. 5
Defining Advertising	p. 6
Advertising Agencies	p. 10
Psycho-Cultural Perspective on Advertising	p. 12
Running It Up a Flagpole to See If Anyone Salutes	p. 13
Commercials as Mini-Dramas and Works of Art	p. 15
Teleculture and the Internet	p. 21
The Super Bowl	p. 24
Conclusion	p. 26
Consumer Cultures	p. 29
A Cultural Critique of Advertising	p. 29
Consumer Cultures Defined	p. 31
Taste Cultures and Advertising	p. 33
The Postmodern Perspective	p. 34
The Problem of Emotions Overcoming Rationality	p. 38
Consumer Culture and Privatism	p. 39
Neiman Marcus and ôCouthificationö	p. 40
Needs Are Finite, Desires Are Infinite	p. 42
Mirnetic Desire	p. 44
Are There Four Consumer Cultures, Not Just One?	p. 45
Classified Advertising	p. 51
Advertising and the Communication Process	p. 55
The Lasswell Formula	p. 55
Focal Points and the Study of Media	p. 56
The Lasswell Formula and Focal Points	p. 58
A Problem with the Lasswell Forthula	p. 58
Metaphor and Metonymy	p. 61
Metaphor and Identity: I Am a Seashell	p. 63
Running It Up a Flagpole to See If Anyone Salutes	p. 65
LisaÆs Morning: A Fiction	p. 65
Lisa GreatgalÆs and Johnny Q. PublicÆs Daily Media Diet	p. 66
Television Viewing and Exposure to Commercials	p. 67
Our All-Consuming Passion for Consuming	p. 69
A Note on ôHaulsö	p. 70
The Price we Pay for ôFreeö Television	p. 70
The Illusion of Control	p. 70
Being a ôBranded Individualö	p. 75
Selling Oneself	p. 79
Selling Oneself for Brands	p. 80
The Problem of Self-Alienation	p. 81
We Can Choose as We Please, but Can We Please as We Please?	p. 82
The Agony of Choice	p. 85
Non-Advertising Forms of Advertising	p. 86
Sexuality and Advertising	p. 89
Sex in Advertising	p. 91
Sexploitation and Anxiety	p. 94
The Peach That Became a Prune A Cautionary Fable	p. 96
The Pseudo-Poetic Appeal to the Illiterati	p. 99
Sex Appeal and Gender Appeal	p. 101
Sex Sells Cigarettes	p. 102
The Case of Joe Cannel	p. 103
Sex and the Problem of Clutter	p. 105
Political Advertising	p. 109
Kinds of Political Advertisements	p. 111
The 1998 California Primary: A ôVirtualö Campaign for Governor	p. 113
Questions Raised by the ôVirtualö Campaign	p. 114
The 2002 California Campaign for Governor	p. 116
The 2010 California Campaign for Governor	p. 118
The Cost of Presidential Campaigns	p. 118
The Code of the Commercial (and Other Political Advertising)	p. 119
The Emotional basis of Partisan Politics	p. 120
The Death of the Tobacco Bill	p. 122
The Marketing Society	p. 125
Statistics on Advertising	p. 125
More Comments on the Illusion of Freedom	p. 126
The Marketing View	p. 128
MaslowÆs Theory of Needs	p. 130
The VALS 1 Typology	p. 130
Using the VALS 1 Typology: A Case Study	p. 134
VALS 2: A Revision of the VALS 1 Typology	p. 134
Zip Codes and Kinds of Consumers	p. 136
The Claritas Typology	p. 138
Magazine Choice as an Indicator of Consumer Taste	p. 140
Types of Teenage Consumers	p. 142
Blogs and Marketing	p. 144
A Typology for Everyone in the World	p. 145
A Comparison of the Different Typologties	p. 147
AConclusion in the Form of a Question	p. 149
Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement	p. 151
LotmanÆs Contributions to Understanding Texts	p. 151
WhatÆs There to Analyze in an Advertisement?	p. 152
Analysing the Fidji Ad	p. 154
A Semiotic Interpretation of the Fidji Advertisement	p. 155
A Psychoanalytic Interpretation of the Fidji Advertisement	p. 157
A Sociological Interpretation of the Fidji Advertisement	p. 160
A Marxist Interpretation of the Fidji Advertisement	p. 161
The Myth Model and the Fidji Advertisement	p. 162
A Feminist Interpretation of the Fidji Advertisement	p. 164
Conclusion	p. 165
Analyzing Television Commercials: The Macintosh ô1984ö Commercial	p. 167
A Synopsis of the Text	p. 169
The Background	p. 170
George OrwellÆs 1984 and Ridley ScottÆs ô1984ö	p. 171
The Image of the Total Institution	p. 172
The PrisonersÆ Books	p. 173
The Blond as Symbol	p. 174
The Brainwashing Scenario	p. 174
The Big Brother Figure	p. 175
The BrainwasherÆs Message	p. 175
The Big Explosion	p. 176
The InmatesÆ Response	p. 177
The Macintosh Announcement	p. 177
The Heroine as Mythic Figure	p. 177
Psychoanalytic Aspects of the Commercial	p. 178
The Blond as Mediator	p. 179
Alienated Proles	p. 181
The Big Blue	p. 182
A Clever Marketing Strategy	p. 182
The ô1984ö Commercial and a Bit of Scholarly Research	p. 183
Where Next?	p. 187
Drug Advertising	p. 187
Children and Advertising	p. 190
Battling for Peoples Attentiton	p. 192
Cell Phones, Social Media, and Advertising	p. 193
Appendix: Useful Web Sites	p. 195
Glossary	p. 197
Annotated Bibliography	p. 215
Bibliography	p. 219
Index	p. 225
About the Author	p. 233
Table of Contents provided by Ingram. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Ads, Fads, and Consumer Culture

Ads, Fads, and Consumer Culture

9781442206694

1442206691

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review