Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society
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Now in its third edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of advertising and its impacts on American society. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. The new edition features updated examples and new theoretical material, including expanded discussions on critical analysis methods, sexuality in advertising, global advertising, and neuromarketing.
PrefaceAcknowledgments1Advertising in American Society12Consumer Cultures253Advertising and the Communication Process454Running It Up a Flagpole to See If Anyone Salutes595Sexuality and Advertising736Political Advertising877The Marketing Society1018Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement1239Analyzing Television Commercials: The Macintosh "1984" Commercial13910Where Next?161Appendix167Glossary171Bibliography189Index193About the Author197
