Ads, Fads, and Consumer Culture: Advertising's Impact on

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

The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertisingâ€™s effects on American character and culture.

Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.

Country	USA
Author	Arthur Asa Berger
Binding	Kindle Edition
Edition	5
EISBN	9781442241268
Format	Kindle eBook
Label	Rowman & Littlefield Publishers
Manufacturer	Rowman & Littlefield Publishers
NumberOfPages	278
PublicationDate	2015-01-22
Publisher	Rowman & Littlefield Publishers
ReleaseDate	2015-01-22
Studio	Rowman & Littlefield Publishers

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