Overview

Expanded and updated, this edition 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. New material includes classified advertising, advertising agencies in the recent economy, postmodern perspectives on advertising, new consumer cultures, metaphor and metonymy, product placement, and the 2002 California campaign for governor. A new chapter raises questions about prescription drug advertising and advertising to children.

Full Product Details

9780742527232

Table of Contents

Reviews

It was pure pleasure reading Arthur Asa Berger's esoteric deconstruction of the Macintosh '1984' commercial. I was part of this commercial's development and had no idea we were making semiotic history. Only a person of Berger's intellect and insight could have figured it all out as he has.--Fred Goldberg, former chairman and CEO, Goldberg Moser O'Neill

Arthur Asa Berger's Ads, Fads, and Consumer Culture provides a multifaceted study of advertising that demonstrates its importance for the economy, politics, social life, and individual identities. Skillfully employing cultural, communications, and social theory, Berger brilliantly illuminates the multiple functions of advertising in today's consumer culture.--Kellner, Douglas

In Ads, Fads, and Consumer Culture, Arthur Asa Berger strikes the raw nerve of American advertising. As in his many other cultural commentaries, Berger drives his point home with wit, wisdom, and wide-ranging examples, offering powerful inoculation against the worst excesses of today's climate of greed and commodification.--Carol Wilder, associate dean, The New School Succeeds in introducing a way to study advertising in an interesting, lively, and thought-provoking package. An excellent, accessible textbook for students who are interested in advertising, as well as students in communication, business, and sociology. . . . I would feel comfortable using this text in courses with freshmen through seniors.--Jonathan Schroeder, University of Rhode Island Arthur Asa Berger is that rare combination of astute, deep, and fun. His insights into the psychology, sociology, economics, and political implications of advertising and pop culture, in a lively, readable form, are a must for any student of popular culture.--Howard Rheingold, author, The Virtual Community Arthur Asa Berger's Ads, Fads, and Consumer Culture provides a multifaceted study of advertising that demonstrates its importance for the economy, politics, social life, and individual identities. Skillfully employing cultural, communications, and social theory, Berger brilliantly illuminates the multiple functions of advertising in today's consumer culture.--Douglas Kellner, UCLA; author, Media Culture It was pure pleasure reading Arthur Asa Berger's esoteric deconstruction of the Macintosh '1984' commercial. I was part of this commercial's development and had no idea we were making semiotic history. Only a person of Berger's intellect and insight could have figured it all out as he has.--Fred Goldberg, former chairman and CEO, Goldberg Moser O'Neill

Author Information

Arthur Asa Berger is professor emeritus of broadcast and electronic communication arts at San Francisco State University.

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available