Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society

Voorkant
Rowman & 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.
 

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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
INDEX
193
ABOUT THE AUTHOR

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Over de auteur (2004)

Arthur Asa Berger is professor emeritus of broadcast and electronic communication arts at San Francisco State University.

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