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

Physical Description:
xvii, 197 pages : illustrations ; 23 cm
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?

Format :


Call Number
Material Type
Home Location
Item Holds
HF5823 .B438 2004 Adult Non-Fiction Non-Fiction Area

On Order



The Creation of God!An "innovative" look to fortify our belief-in God!

Dareinspires the typical person to be convinced of an "undeniable" God.

Daregives answers that verifies the presence of God and-why we exist.

Dareuses a step-by-step approach in working with the reader to develop a reasonable and believable answer to the creation of God and your role in anafter-life. Dare is not a sermon, but does build a clear modest belief-a realistic belief.

These are answers that do not require ancient scriptures-but do provide reasoning and common sense solutions. As we go through each chapter you will becomeaware of a new aspect of God that is credible and shows you an emotional and worthwhile future with God for possibly millions of years. Dare is an easyread and it has been stated that it simply cannot be put down once started.

Logic and facts are the basis of this book and in many ways Dare struggles with the Bible and traditional religious teachings. Should we acceptthe unverifiable and prehistoric writings that transpired over a thousand years ago? Shouldn't we be using modern facts and common-sense that reflecttoday's educated society?

Take the dare-read this book!

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)