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Table Of Contents

ADVERTISING IN AMERICAN SOCIETY
ADVERTISING AS A PUZZLEMENT
MAX WEBER ON RELIGION AND CONSUMER CULTURES
ADVERTISING AND POLITICS
ADVERTISING AGENCIES
A PSYCHO-CULTURAL PERSPECTIVE ON ADVERTISING
TELECULTURE AND THE INTERNET
THE SUPER BOWL
CONCLUSION
CONSUMER CULTURES
A CULTURAL CRITIQUE OF ADVERTISING
CONSUMER CULTURES DEFINED
TASTE CULTURES AND ADVERTISING
THE POSTMODERN PERSPECTIVE
THE PROBLEM OF EMOTIONS OVERCOMING RATIONALITY
CONSUMER CULTURE AND PRIVATISM
NEIMAN MARCUS AND “COUTHIFICATION”
NEEDS ARE FINITE, DESIRES ARE INFINITE
ARE THERE FOUR CONSUMER CULTURES, NOT JUST ONE?
ADVERTISING AND THE COMMUNICATION PROCESS
THE LASSWELL FORMULA
FOCAL POINTS AND THE STUDY OF MEDIA
THE LASSWELL FORMULA AND FOCAL POINTS
A PROBLEM WITH THE LASSWELL FORMULA
METAPHOR AND METONYMY
METAPHOR AND IDENTITY: I AM A SEASHELL
RUNNING IT UP A FLAGPOLE TO SEE IF ANYONE SALUTES
LISA’S MORNING: A FICTION
LISA GREATGAL’S AND JOHNNY Q PUBLIC’S DAILY MEDIA DIET
TELEVISION VIEWING AND EXPOSURE TO COMMERCIALS
BEING A “BRANDED” INDIVIDUAL
SELLING ONESELF
SELLING ONESELF FOR BRANDS
THE PROBLEM OF SELF-ALIENATION
WE CAN CHOOSE AS WE PLEASE, BUT CAN WE PLEASE AS WE PLEASE?
THE AGONY OF CHOICE
NON-ADVERTISING FORMS OF ADVERTISING
SEXUALITY AND ADVERTISING
THE PSEUDO-POETIC APPEAL TO THE ILLITERATI
SEX APPEAL AND GENDER APPEAL
SEX SELLS CIGARETTES
THE CASE OF JOE CAMEL
SEX AND THE PROBLEM OF CLUTTER
POLITICAL ADVERTISING
KINDS OF POLITICAL ADVERTISEMENTS
QUESTIONS RAISED BY THE “VIRTUAL” CAMPAIGN
THE 2002 CALIFORNIA CAMPAIGN FOR GOVERNOR
THE 2010 CALIFORNIA CAMPAIGN FOR GOVERNOR
THE COST OF PRESIDENTIAL CAMPAIGNS
THE CODE OF THE COMMERCIAL (AND OTHER POLITICAL ADVERTISING)
THE EMOTIONAL BASIS OF PARTISAN POLITICS
THE DEATH OF THE TOBACCO BILL
THE MARKETING SOCIETY
STATISTICS ON ADVERTISING
MORE COMMENTS ON THE ILLUSION OF FREEDOM
THE MARKETING VIEW
MASLOW’S THEORY OF NEEDS
THE VALS 1 TYPOLOGY
USING THE VALS 1 TYPOLOGY: A CASE STUDY
VALS 2: A REVISION OF THE VALS 1 TYPOLOGY
ZIP CODES AND KINDS OF CONSUMERS
THE CLARITAS TYPOLOGY
MAGAZINE CHOICE AS AN INDICATOR OF CONSUMER TASTE
TYPES OF TEENAGE CONSUMERS
BLOGS AND MARKETING
A TYPOLOGY FOR EVERYONE IN THE WORLD
A COMPARISON OF THE DIFFERENT TYPOLOGIES
A CONCLUSION IN THE FORM OF A QUESTION
LOTMAN’S CONTRIBUTIONS TO UNDERSTANDING TEXTS
WHAT’S THERE TO ANALYZE IN AN ADVERTISEMENT?
ANALYZING THE FIDJI AD
A SEMIOTIC INTERPRETATION OF THE FIDJI ADVERTISEMENT
A PSYCHOANALYTIC INTERPRETATION OF THE FIDJI ADVERTISEMENT
A SOCIOLOGICAL INTERPRETATION OF THE FIDJI ADVERTISEMENT
A MARXIST INTERPRETATION OF THE FIDJI ADVERTISEMENT
THE MYTH MODEL AND THE FIDJI ADVERTISEMENT
A FEMINIST INTERPRETATION OF THE FIDJI ADVERTISEMENT
A SYNOPSIS OF THE TEXT
THE BACKGROUND
GEORGE ORWELL’S 1984 AND RIDLEY SCOTT’S “1984”
THE IMAGE OF THE TOTAL INSTITUTION
THE PRISONERS’ BOOTS
THE BLOND AS SYMBOL
THE BRAINWASHING SCENARIO
THE BIG BROTHER FIGURE
THE BRAINWASHER’S MESSAGE
THE BIG EXPLOSION
THE INMATES’ RESPONSE
THE MACINTOSH ANNOUNCEMENT
THE HEROINE AS MYTHIC FIGURE
PSYCHOANALYTIC ASPECTS OF THE COMMERCIAL
THE BLOND AS MEDIATOR
ALIENATED PROLES
THE BIG BLUE
A CLEVER MARKETING STRATEGY
THE “1984” COMMERCIAL AND A BIT OF SCHOLARLY RESEARCH
WHERE NEXT?
DRUG ADVERTISING
CHILDREN AND ADVERTISING
BATTLING FOR PEOPLE’S ATTENTION
CELL PHONES, SOCIAL MEDIA, AND ADVERTISING
APPENDIX: USEFUL WEB SITES
GLOSSARY
ANNOTATED BIBLIOGRAPHY
BIBLIOGRAPHY
INDEX
ABOUT THE AUTHOR
P. 1
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

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Published by RowmanLittlefield
Now in its fourth edition, Ads, Fads, and Consumer Culture deals with the impact of advertising upon American character and culture. It offers a definition of advertising, explains the way advertising agencies work, discusses the functions of advertising, and provides a psycho-cultural perspective on advertising. Among the topics it deals with are the role of brands in selling products and the problem of self-alienation and its relation to consumption. It also analyzes consumer cultures, places advertising in the communication process, and considers the use of sexuality in advertising, political advertising, and marketing theory. The marketing discussion deals with the Values and Lifestyle Typology (VALS) and the Claritas typology. The chapters analyzing print advertisements and television commercials are distinctive features of the book. For print advertising, it provides a list of topics to consider in analyzing print advertising and then provides a detailed analysis of a fascinating Fidji perfume advertisement that shows a Polynesian woman with a snake around her neck. It provides a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist analysis of this advertisement. For television commercials, it analyzes the famous Macintosh '1984' commercials in a number of different ways as well. In the last chapter it speculates about the role of advertising in selling drugs to people, children and advertising, and the problems advertising agencies have in getting people's attention. It also offers a glossary to terms used in the book and an annotated bibliography.
Now in its fourth edition, Ads, Fads, and Consumer Culture deals with the impact of advertising upon American character and culture. It offers a definition of advertising, explains the way advertising agencies work, discusses the functions of advertising, and provides a psycho-cultural perspective on advertising. Among the topics it deals with are the role of brands in selling products and the problem of self-alienation and its relation to consumption. It also analyzes consumer cultures, places advertising in the communication process, and considers the use of sexuality in advertising, political advertising, and marketing theory. The marketing discussion deals with the Values and Lifestyle Typology (VALS) and the Claritas typology. The chapters analyzing print advertisements and television commercials are distinctive features of the book. For print advertising, it provides a list of topics to consider in analyzing print advertising and then provides a detailed analysis of a fascinating Fidji perfume advertisement that shows a Polynesian woman with a snake around her neck. It provides a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist analysis of this advertisement. For television commercials, it analyzes the famous Macintosh '1984' commercials in a number of different ways as well. In the last chapter it speculates about the role of advertising in selling drugs to people, children and advertising, and the problems advertising agencies have in getting people's attention. It also offers a glossary to terms used in the book and an annotated bibliography.

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Publish date: Apr 16, 2011
Added to Scribd: Feb 07, 2012
Copyright:Traditional Copyright: All rights reservedISBN:9781442206700
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