Cover image for Ads, fads, and consumer culture : advertising's impact on American character and society
Title:
Ads, fads, and consumer culture : advertising's impact on American character and society
Author:
Berger, Arthur Asa, 1933-
Personal Author:
Edition:
Second edition.
Publication Information:
Lanham, Md. : Rowman & Littlefield Pub., [2004]

©2004
Physical Description:
xvii, 197 pages : illustrations ; 23 cm
Language:
English
Contents:
Advertising in American society -- Consumer cultures -- Advertising and the communication process -- Running it up a flagpole to see if anyone salutes -- Sexuality and advertising -- Political advertising -- The marketing society -- Analyzing print advertisements -- Analyzing television commercials: the Macintosh "1984" commercial -- Where next?
ISBN:
9780742527232

9780742527249
Format :
Book

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HF5823 .B438 2004 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

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Author Notes

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

(Bowker Author Biography)


Reviews 1

Choice Review

Berger (emer., broadcast and electronic communication arts, San Francisco State Univ.) offers an intriguing analysis of advertising and its place in society. He begins by laying the groundwork, which includes defining and examining consumer cultures and exploring advertising as a communication process. Berger then focuses on specific applications, with one chapter devoted to sexuality in advertising and another to political advertising. The volume is at its best, though, when it analyzes specific pieces of advertising. For example, the author's analysis of Apple Computer's famous 1984 television commercial is fascinating. Berger's expertise in broadcast communications shines as he breaks down every shot of a 30-second ad into its multidisciplined underpinnings and explains how it fit into the culture at the time. He similarly analyzes a print advertisement for Fidji Perfume. This book is an excellent introduction for anyone interested in learning about advertising. Undergraduate students would find the book an easy-to-use reference, while graduate students might use it best as a starting point for more in-depth research. Scholars, too, may find value in the text for the research questions posed throughout. Overall, the book is an informative, enjoyable read. ^BSumming Up: Highly recommended. Upper-division undergraduate through faculty collections. S. D. Clark St. John's University (NY)