The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertisingas 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.We see then that political advertising has developed over the years and that television spots have different purposes at different ... Political advertising in electoral campaigns is, ultimately, aimed at persuading voters to do what the person paying for the advertisements wants them to doathat is, to vote for a ... How many voters actually changed their mindsaand was it ever enough to sway the outcome?
|Title||:||Ads, Fads, and Consumer Culture|
|Author||:||Arthur Asa Berger|
|Publisher||:||Rowman & Littlefield - 2015-01-22|