Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and SocietyRowman & Littlefield, 2004 - 197 pagina's Expanded and updated from the successful first edition, Ads, Fads, and Consumer Culture, second edition is an engaging cultural studies critique of 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. The new edition features additions to flesh out earlier topics as well as new theoretical material. New discussions include classified advertising, advertising agencies in the recent economy, postmodern perspectives on advertising, new consumer cultures, metaphor and metonymy, product placement, and the 2002 California campaign for governor. A new chapter raises questions about prescription drug advertising and advertising to children. |
Inhoudsopgave
ADVERTISING IN AMERICAN SOCIETY | 1 |
DEFINING ADVERTISING | 4 |
ADVERTISING AGENCIES | 11 |
A PSYCHOCULTURAL PERSPECTIVE ON ADVERTISING | 13 |
RUNNING IT UP A FLAGPOLE TO SEE IF ANYONE SALUTES | 14 |
COMMERCIALS AS MINIDRAMAS AND WORKS OF ART | 16 |
TELECULTURE | 20 |
CONCLUSION | 22 |
THE MARKETING SOCIETY | 101 |
MORE COMMENTS ON THE ILLUSION OF FREEDOM | 102 |
THE MARKETING VIEW | 103 |
THE VALS 1 TYPOLOGY | 104 |
A CASE STUDY | 107 |
A REVISION OF THE VALS 1 TYPOLOGY | 108 |
ZIP CODES AND KINDS OF CONSUMERS | 110 |
MAGAZINE CHOICE AS AN INDICATOR OF CONSUMER TASTE | 112 |
CONSUMER CULTURES | 25 |
CONSUMER CULTURES DEFINED | 27 |
THE POSTMODERN PERSPECTIVE | 29 |
CONSUMER CULTURE AND PRIVATISM | 31 |
NEIMAN MARCUS AND COUTHIFICATION | 32 |
NEEDS ARE FINITE DESIRES ARE INFINITE | 34 |
MIMETIC DESIRE | 36 |
ARE THERE FOUR CONSUMER CULTURES NOT JUST ONE? | 37 |
CLASSIFIED ADVERTISING | 42 |
ADVERTISING AND THE COMMUNICATION PROCESS | 45 |
FOCAL POINTS AND THE STUDY OF MEDIA | 46 |
THE LASSWELL FORMULA AND FOCAL POINTS | 48 |
A PROBLEM WITH THE LASSWELL FORMULA | 49 |
METAPHOR AND METONYMY | 52 |
JOHNNY Q PUBLICS DAILY MEDIA DIET | 54 |
TELEVISION VIEWING AND EXPOSURE TO COMMERCIALS | 55 |
OUR ALLCONSUMING PASSION FOR CONSUMING | 56 |
THE PRICE WE PAY FOR FREE TELEVISION | 57 |
RUNNING IT UP A FLAGPOLE TO SEE IF ANYONE SALUTES | 59 |
THE ILLUSION OF CONTROL | 60 |
BEING A BRANDED INDIVIDUAL | 64 |
SELLING ONESELF | 65 |
THE PROBLEM OF SELFALIENATION | 66 |
WE CAN CHOOSE AS WE PLEASE BUT CAN WE PLEASE AS WE PLEASE? | 68 |
NONADVERTISING FORMS OF ADVERTISING | 70 |
SEXUALITY AND ADVERTISING | 73 |
SEX IN ADVERTISING | 74 |
THE EROTICS OF ADVERTISING | 75 |
A CAUTIONARY FABLE | 76 |
THE PSEUDOPOETIC APPEAL TO THE ILLITERATI | 78 |
SEX SELLS CIGARETTES | 81 |
SEX AND THE PROBLEM OF CLUTTER | 83 |
POLITICAL ADVERTISING | 87 |
KINDS OF POLITICAL ADVERTISEMENTS | 89 |
A VIRTUAL CAMPAIGN FOR GOVERNOR | 91 |
QUESTIONS RAISED BY THE VIRTUAL CAMPAIGN | 92 |
THE 2002 CALIFORNIA CAMPAIGN FOR GOVERNOR | 94 |
THE CODE OF THE COMMERCIAL AND OTHER POLITICAL ADVERTISING | 96 |
THE DEATH OF THE TOBACCO BILL | 97 |
TYPES OF TEENAGE CONSUMERS | 114 |
A TYPOLOGY FOR EVERYONE IN THE WORLD | 116 |
A COMPARISON OF THE DIFFERENT TYPOLOGIES | 119 |
A CONCLUSION IN THE FORM OF A QUESTION | 120 |
ANALYZING PRINT ADVERTISEMENTS or Six Ways of Looking at a Fidji Perfume Advertisement | 123 |
WHATS THERE TO ANALYZE IN AN ADVERTISEMENT? | 124 |
ANALYZING THE FIDJI AD | 126 |
A SEMIOTIC INTERPRETATION OF THE FIDJI ADVERTISEMENT | 127 |
A PSYCHOANALYTIC INTERPRETATION OF THE FIDJI ADVERTISEMENT | 129 |
A SOCIOLOGICAL INTERPRETATION OF THE FIDJI ADVERTISEMENT | 132 |
A MARXIST INTERPRETATION OF THE FIDJI ADVERTISEMENT | 133 |
THE MYTH MODEL AND THE FIDJI ADVERTISEMENT | 134 |
A FEMINIST INTERPRETATION OF THE FIDJI ADVERTISEMENT | 136 |
CONCLUSION | 137 |
ANALYZING TELEVISION COMMERCIALS | 139 |
A SYNOPSIS OF THE TEXT | 141 |
THE BACKGROUND | 143 |
GEORGE ORWELLS 1984 AND RIDLEY SCOTTS 1984 | 144 |
THE IMAGE OF THE TOTAL INSTITUTION | 145 |
THE PRISONERS BOOTS | 146 |
THE BRAINWASHING SCENARIO | 147 |
THE BRAINWASHERS MESSAGE | 148 |
THE BIG EXPLOSION | 149 |
THE INMATES RESPONSE | 150 |
THE HEROINE AS MYTHIC FIGURE | 151 |
PSYCHOANALYTIC ASPECTS OF THE COMMERCIAL | 152 |
THE BLOND AS MEDIATOR | 153 |
ALIENATED PROLES | 154 |
THE BIG BLUE | 155 |
THE 1984 COMMERCIAL AND A BIT OF SCHOLARLY RESEARCH | 157 |
WHERE NEXT? | 161 |
CHILDREN AND ADVERTISING | 163 |
BATTLING FOR PEOPLES ATTENTION | 165 |
APPENDIX | 167 |
USEFUL BOOKS | 168 |
GLOSSARY | 171 |
BIBLIOGRAPHY | 189 |
193 | |
ABOUT THE AUTHOR | |
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