Overview
An advertising executive and sociologist who has studied alcoholism at length analyzes worldwide theoretical and empirical studies on the relationship between mass media and advertising and alcohol consumption and abuse. Dr. Fisher pulls together findings from content analyses, experiments, quasi-experiments, econometric studies, and evaluations of advertising restrictions and warning labels to determine how advertising works and affects human behavior.
Full Product Details
Author: Joseph C. Fisher
Publisher: Bloomsbury Publishing Plc
Imprint: Praeger Publishers Inc
Volume: No. 41
Dimensions:
Width: 15.60cm
, Height: 1.20cm
, Length: 23.40cm
Weight: 0.478kg
ISBN: 9780313289590
ISBN 10: 031328959
Pages: 216
Publication Date: 30 August 1993
Recommended Age: From 7 to 17 years
Audience:
College/higher education
,
Undergraduate
,
Postgraduate, Research & Scholarly
Format: Hardback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Reviews
[T]he book provides insightful critiques of the weaknesses in media studies of content analysis (a common media research technique), and social learning theory, which underpins many working hypotheses in health communications. Fisher's book also is one of the first in health communications literature to report econometric studies that analyze the impact of media exposure on consumption patterns for alcohol and cigarettes... [T]he interdisciplinary sweep makes the book valuable for graduate collections. - Choice Fisher's conclusions are clear and solid and do not go beyond the data or the methods. He succinctly puts the question of advertising into perspective: when it comes to fighting for brand shares, advertising money is well spent, but if used to try to make people drink or drink abusively, advertising money is wasted... Fisher presents a fair and balanced analysis of the power and limitations of advertising. Moreover, he has 'developed a profound respect for consumers (who)...know their own minds and act accordingly.' I hope this excellent book will open the closed minds of those who see only what they want to see. If you seek the truth, read this book. - The New England Journal of Medicine
.,. The book provides insightful critiques of the weaknesses in media studies of content analysis (a common media research technique), and social learning theory, which underpins many working hypotheses in health communications. Fisher's book also is one of the first in health communications literature to report econometric studies that analyze the impact of media exposure on consumption patterns for alcohol and cigarettes. ...the interdisciplinary sweep makes the book valuable for graduate collections. -Choice
Author Information
Joseph C. Fisher, PhD, President, InterData, Inc., is an advertising professional who has been involved at length in research about alcoholism and alcohol abuse.
