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

著者: Arthur Asa Berger
出版: Lanham : Rowman & Littlefield Publishers, ©2011.
エディション/フォーマット:   書籍 : English : 4th edすべてのエディションとフォーマットを見る
データベース:WorldCat
概要:
"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  続きを読む
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ドキュメントの種類: 図書
すべての著者/寄与者: Arthur Asa Berger
ISBN: 9781442206687 1442206683 1442206691 9781442206694
OCLC No.: 700406822
物理形態: xxiii, 233 p. : ill. ; 24 cm.
コンテンツ: 1. Advertising in American society --
Advertising as a puzzlement --
Max Weber on religion and consumer cultures --
Advertising and politics --
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 and the Internet --
The Super Bowl --
Conclusion --
2. Consumer cultures --
A cultural critique of advertising --
Consumer cultures defined --
Taste cultures and advertising --
The postmodern perspective --
The problem of emotions overcoming rationality --
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 --
Metaphor and identity: I am a seashell --
4. Running it up a flagpole to see if anyone salutes --
Lisa's morning: a fiction --
Lisa Greatgal's and Johnny Q. Public's daily media diet --
Television viewing and exposure to commercials --
Our all-consuming passion for consuming --
A note on "hauls" --
The price we pay for "free" television --
The illusion of control --
Being a "branded individual" --
Selling oneself --
Selling oneself for brands --
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 illiterati --
Sex appeal and gender appeal --
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 2010 California campaign for governor --
The cost of presidential campaigns --
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 --
Maslow's Theory of Needs --
The VALS 1 Typology --
Using the VALS 1 Typology: a case study --
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 advertising? --
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 --
Conclusion --
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 --
Cell phones, social media, and advertising.
責任者: Arthur Asa Berger ; with illustrations by the author.

概要:

"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." --Publisher's website.

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Berger hits on the topics I'm interested in bringing to the course. And it's easy for students to read; fun and interesting; accessible. I love this book. -- Kathy Petitte Jamison, University of 続きを読む

 
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