Read e-book online Ads, Fads, and Consumer Culture: Advertising's Impact on PDF

By Arthur Asa Berger

ISBN-10: 0742527247

ISBN-13: 9780742527249

Now in its fourth variation, advertisements, Fads, and shopper tradition bargains with the effect of advertisements upon American personality and tradition. It deals a definition of ads, explains the way in which advertisements corporations paintings, discusses the services of advertisements, and gives a psycho-cultural standpoint on advertisements. one of the subject matters it offers with are the position of manufacturers in promoting items and the matter of self-alienation and its relation to intake. It additionally analyzes buyer cultures, areas ads within the verbal exchange procedure, and considers using sexuality in ads, political ads, and advertising concept. the promoting dialogue bargains with the Values and way of life Typology (VALS) and the Claritas typology. The chapters interpreting print ads and tv ads are specific beneficial properties of the booklet. For print ads, it offers a listing of issues to think about in studying print advertisements after which offers a close research of a desirable Fidji fragrance commercial that indicates a Polynesian girl with a snake round her neck. It presents a semiotic, psychoanalytic, sociological, Marxist, mythic, and Feminist research of this commercial. For tv ads, it analyzes the recognized Macintosh '1984' advertisements in a couple of other ways besides. within the final bankruptcy it speculates concerning the position of ads in promoting medicinal drugs to humans, kids and advertisements, and the issues ads firms have in getting people's consciousness. It additionally bargains a word list to phrases utilized in the booklet and an annotated bibliography.

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

Sample text

Budweiser prepares for the broadcast by having advertising agencies create something like fifty different spots that might be used in the game. It then pares the list down to the final ones it will use just before the game. It is in a battle with other advertisers such as Burger King and Pepsi to create memorable commercials. A number of these commercials will be humorous, some will have celebrities, and others will feature animals; and all of them will attempt to become the subject of positive commentary by those who watched the game.

Along with the growth of the supply of material objects, there is also a growth of leisure—which must be filled with the right kind of activities, depending upon one’s social class and status. Thus, upscale (those with high incomes and an appreciation of elite culture) people also consume high-art cultural products—operas, plays, works of sculpture, paintings, and so on— while those in a lower class tend to consume more ordinary products such as inexpensive clothes, drive-to vacations, and fast food, for example.

A number of these commercials will be humorous, some will have celebrities, and others will feature animals; and all of them will attempt to become the subject of positive commentary by those who watched the game. Super Bowl commercials that “bomb” and that fall flat, for one reason or another, are a disaster. Not only do they turn off members of the audience, they are likely to be ridiculed in media reports on the Super Bowl commercials. So the stakes are very high and there is a great deal of competition among the advertising agencies who make the commercials shown during Super Bowl to create “winning” commercials.

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Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society by Arthur Asa Berger


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