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Ads, fads, and consumer culture : advertising's impact on American character and society

Author: Arthur Asa Berger
Publisher: Lanham : Rowman & Littlefield Publishers, ©2007.
Edition/Format:   eBook : Document : English : 3rd edView all editions and formats
Database:WorldCat
Summary:

A cultural studies critique of advertising and its impacts on American society. It looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication  Read more...

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Additional Physical Format: Print version:
Berger, Arthur Asa, 1933-
Ads, fads, and consumer culture.
Lanham : Rowman & Littlefield Publishers, ©2007
(DLC) 2006100596
(OCoLC)76925253
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Arthur Asa Berger
OCLC Number: 608420385
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Description: 1 online resource (xxv, 217 pages) : illustrations
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: 1. Advertising in American society --
Advertising as a puzzlement --
Defining advertising --
Advertising agencies --
A psycho-cultural perspective on advertising --
Running it up a flagpole to see if anyone salutes --
Commercials as mini-dramas and works of art --
Teleculture --
The Super Bowl --
Conclusion --
2. Consumer cultures --
A cultural critique of advertising --
Consumer cultures defined --
Taste cultures and advertising --
The postmodern perspective --
Consumer culture and privatism --
Neiman Marcus and "couthification" --
Needs are finite, desires are infinite --
Mimetic desire --
Are there four consumer cultures, not just one? --
Classified advertising --
3. Advertising and the communication process --
The Lasswell formula --
Focal points and the study of media --
The Lasswell formula and focal points --
A problem with the Lasswell formula --
Metaphor and metonymy --
4. Running it up a flagpole to see if anyone salutes --
Lisa's morning : a fiction --
Lisa Greatgal's and John Q. Public's daily media diet --
Television viewing and exposure to commercials --
Our all-consuming passion for consuming --
The price we pay for "free" television --
The illusion of control --
Being a "branded individual" --
Selling oneself --
The problem of self-alienation --
We can choose as we please, but can we please as we please? --
The agony of choice --
Non-advertising forms of advertising. 5. Sexuality and advertising --
Sex in advertising --
Sexploitation and anxiety --
The peach that became a prune : a cautionary fable --
The pseudo-poetic appeal to the illiterate --
Sex sells cigarettes --
The case of Joe Camel --
Sex and the problem of clutter --
6. Political advertising --
Kinds of political advertisements --
The 1998 California primary : a "virtual" campaign for governor --
Questions raised by the "virtual" campaign --
The 2002 California campaign for governor --
The code of the commercial (and other political advertising) --
The emotional basis of partisan politics --
The death of the tobacco bill --
7. The marketing society --
Statistics on advertising --
More comments on the illusion of freedom --
The marketing view --
The VALS 1 typology --
Using the VALS 1 typology : a case study --
VALS 2 : a revision of the VALS 1 typology --
Zip codes and kinds of consumers --
The Claritas typology --
Magazine choice as an indicator of consumer taste --
Types of teenage consumers --
Blogs and marketing --
A typology for everyone in the world --
A comparison of the different typologies --
A conclusion in the form of a question. 8. Analyzing print advertisements, or : Six ways of looking at a Fidji perfume advertisement --
Lotman's contributions to understanding texts --
What's there to analyze in an advertisement? --
Analyzing the Fidji ad --
A semiotic interpretation of the Fidji advertisement --
A psychoanalytic interpretation of the Fidji advertisement --
A sociological interpretation of the Fidji advertisement --
A Marxist interpretation of the Fidji advertisement --
The myth model and the Fidji advertisement --
A feminist interpretation of the Fidji advertisement --
9. Analyzing television commercials --
The Macintosh "1984" commercial --
A synopsis of the text --
The background --
George Orwell's 1984 and Ridley Scott's "1984" --
The image of the total institution --
The prisoners' boots --
The blond as symbol --
The brainwashing scenario --
The big brother figure --
The brainwasher's message --
The big explosion --
The inmates' response --
The Macintosh announcement --
The heroine as mythic figure --
Psychoanalytic aspects of the commercial --
The blond as mediator --
Alienated proles --
The big blue --
A clever marketing strategy --
The "1984" commercial and a bit of scholarly research --
10. Where next? --
Drug advertising --
Children and advertising --
Battling for people's attention --
Appendix. Useful Web sites --
Glossary.
Responsibility: Arthur Asa Berger ; with illustrations by the author.

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I like the text very, very much; the analysis is excellent, and my students echo my praise.... Dr. Berger has written a heck of a nice book.--Craig Roell

 
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