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Download e-book for iPad: Ads, Fads, and Consumer Culture: Advertising's Impact on by Arthur Asa Berger

By Arthur Asa Berger

ISBN-10: 0742527247

ISBN-13: 9780742527249

Now in its fourth version, advertisements, Fads, and client tradition bargains with the influence of ads upon American personality and tradition. It bargains a definition of advertisements, explains the best way advertisements organizations paintings, discusses the features of ads, and gives a psycho-cultural standpoint on advertisements. one of the subject matters it bargains with are the function of manufacturers in promoting items and the matter of self-alienation and its relation to intake. It additionally analyzes client cultures, areas advertisements within the conversation strategy, and considers using sexuality in ads, political ads, and advertising conception. the promoting dialogue bargains with the Values and way of life Typology (VALS) and the Claritas typology. The chapters interpreting print ads and tv advertisements are specified positive aspects of the e-book. For print advertisements, it presents a listing of issues to contemplate in studying print ads after which offers a close research of a desirable Fidji fragrance commercial that indicates a Polynesian girl with a snake round her neck. It offers a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist research of this commercial. For T.V. ads, it analyzes the well-known Macintosh '1984' advertisements in a couple of alternative ways in addition. within the final bankruptcy it speculates concerning the function of ads in promoting medicines to humans, childrens and advertisements, and the issues advertisements organizations have in getting people's realization. It additionally bargains a thesaurus to phrases utilized in the booklet and an annotated bibliography.

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

Example text

Americans, we must keep in mind, are exposed to more advertising than people in any other society. This is because of the amount of television we watch and the amount of time we spend listening to the radio and because our media tend to be privately owned and financed by advertising. Our media institutions are mostly private, for-profit ones; public television and public radio attract relatively small (though generally highly influential) audiences in America. David Potter, in his classic work People of Plenty, points out that advertising not only has economic consequences, but it also shapes our values.

5. This brochure describes many books that deal with ways marketers can appeal to various demographic groups in the United States. During my three weeks at Goldberg Moser O’Neill I interviewed people involved in every aspect of the advertising business, and everyone intimated that it was their job that was absolutely crucial and that without them the place would fall apart. I found the people in these agencies to be, as a rule, very intelligent and extremely hardworking. The work is so demanding that advertising agencies have very high turnover rates; I was told by the GMO human resources director that the average advertising agency loses something like a third of its employees from burnout and other factors in a given year.

In addition, I have suggested that television commercials, in particular, are extremely complicated and powerful texts (or artworks) that work a number of different ways. I list, later in the book, some of the factors to be considered in analyzing commercials. This complexity, the fact that works of art affect people in strange and complicated ways, makes it difficult to measure their effects. But the fact that corporations continue to advertise, and often increase their advertising budgets each year, leads us to conclude that advertising does work.

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Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society by Arthur Asa Berger


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