$63.49
Author: Berger Asa Arthur
Brand: Rowman & Littlefield Publishers
Edition: Sixth
Format: Illustrated
Number Of Pages: 312
Details: Product Description
The sixth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’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. The sixth edition features updated statistics, two new chapters, and new discussions of the role of brands, social media, non-binary perspectives on gender, advertising and the 2020 election, the problem of self-alienation, and how all these elements relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine the “1984” Macintosh commercial, a Fidji perfume advertisement, and a moisturizer advertisement from semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist perspectives.
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, and helps readers understand the role that advertising has played, and continues to play, in all our lives.
Review
Berger has produced a fantastic fifth edition of his Ads, Fads and Consumer Culture. The new edition includes excellent, current examples that will be welcomed by students and professors alike.–Dirk vom Lehn, King’s College London
Berger hits on the topics I’m interested in bringing to the course. And it’s easy for students to read; fun and interesting; accessible. I love this book.–Kathy Petitte Jamison, University of Illinois, Springfield
I especially like how Berger addresses the issue of culture in an easy-to-present way and the in-depth analysis of a print ad. My students really like this book, too!–Mark Stuhlfaut, University of Kentucky, Assistant Professor of Integrated Strategic Communications
Review
Berger has produced a fantastic fifth edition of his Ads, Fads and Consumer Culture. The new edition includes excellent, current examples that will be welcomed by students and professors alike. — Dirk vom Lehn, King’s College London
Berger hits on the topics I’m interested in bringing to the course. And it’s easy for students to read; fun and interesting; accessible. I love this book. — Kathy Petitte Jamison, University of Illinois, Springfield
I especially like how Berger addresses the issue of culture in an easy-to-present way and the in-depth analysis of a print ad. My students really like this book, too! — Mark Stuhlfaut, University of Kentucky, Assistant Professor of Integrated Strategic Communications
About the Author
Arthur Asa Berger is Professor Emeritus at San Francisco State University, where he taught for 38 years. He is the author of numerous books and articles on tourism, media, popular culture and everyday life. Among his books on tourism are Vietnam Tourism, Thailand Tourism, The Golden Triangle, Deconstructing Travel and Bali Tourism. He has lectured in more than a dozen countries and his books have been translated into nine languages.
Release Date: 12-08-2020
Package Dimensions: 17x253x567
