Ads, Fads, and Consumer Culture

Advertising's Impact on American Character and Society

Nonfiction, Reference & Language, Language Arts, Communication, Business & Finance, Marketing & Sales, Advertising & Promotion, Social & Cultural Studies, Social Science
Cover of the book Ads, Fads, and Consumer Culture by Arthur Asa Berger, San Francisco State University, Rowman & Littlefield Publishers
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Author: Arthur Asa Berger, San Francisco State University ISBN: 9781442241268
Publisher: Rowman & Littlefield Publishers Publication: January 22, 2015
Imprint: Rowman & Littlefield Publishers Language: English
Author: Arthur Asa Berger, San Francisco State University
ISBN: 9781442241268
Publisher: Rowman & Littlefield Publishers
Publication: January 22, 2015
Imprint: Rowman & Littlefield Publishers
Language: English

The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture.

Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture.

Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.

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