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

Arthur Asa Berger

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Paperback, March 2007 --  
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Book Description

March 2007 0742554449 978-0742554443 Revised edition
Now in its third edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary advertising and its impacts on American society. Arthur Asa Berger 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. The new edition features up-to-date examples and new theoretical material, including expanded discussions on critical analysis methods, sexuality in advertising, global advertising, and neuromarketing—and comes complete with updated ads and Berger's signature drawings. Whether new to Berger's lively style of teaching and writing or loyal adopters, advertising and media professors will want to check out the latest edition of this text.

Product Details

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I like the text very, very much; the analysis is excellent, and my students echo my praise.... Dr. Berger has written a heck of a nice book. (Craig Roell)

The manner in which advertising is developed and implemented, and the incredible influence it has on our culture and consumers, is profound. Ads, Fads, and Consumer Culture delves into this and other matters. Arthur Berger provides fresh insights and explanations on various aspects and issues of the industry and the ads, and the impact on all of us. (Goldberg, Fred S.)

About the Author

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

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Most Helpful Customer Reviews on (beta) 4.8 out of 5 stars  4 reviews
4.0 out of 5 stars Good start in advertising April 22 2014
By Mia Karlstad - Published on
Format:Paperback|Verified Purchase
In my advertising class i chose to read this book as a part of a project. For me this was a really good choice because I am new in the world of advertising. The book is a very simple read, and is recommended to everyone who are curious, or need a basic book concerning advertising.
The author talks about different parts of advertising such as advertising and sex, political advertising, and also he defines important instruments such as the communication model. In the end he analyses two different ads, one is print and one is TV. The only negative comments I have is that the picture for the print ad is very small, and hard to see. Also, I was not familiar with the TV commercial he presented (Apple's Macintosh from 1984)
My recommendation is if you are not familiar with advertising, this is a very useful book. The author presents good view points, and good examples throughout the book.
5.0 out of 5 stars A comprehensive & captivating study on advertising Sept. 10 2013
By J. Ilog - Published on
Discusses the different psychologists such as Maslow, Jung, and Freud and how the advertisers use their theories to persuade the masses through print and TV media.

Pages 130-136 mentions the Values and Lifestyles Typologies to focus on people's lifestyles. Maybe these typologies will help you understand yourself as a consumer as it did for me.

Here is a quote from the section The Marketing View: "...exposure to an advertisement or commercial for a particular brand of blue jeans or beer many not lead to a purchasing decision by a given individual, but when we take a broader look at American society, we discover that large numbers of people do purchase that brand of blue jeans or beer."

Even mentions that children influence around $700B/year of adult spending.

This book is still current, as it references Google and Craigslist and there is an appendix at the end of the book geared toward "For those who wish to pursue their investigations of advertising", as he puts it. There is a very helpful glossary that proceeds this appendix to help understand the advertising verbiage.

Very helpful and highly recommended.
5.0 out of 5 stars Excellent purchase Feb. 22 2010
By Hiram Muniz - Published on
Format:Paperback|Verified Purchase
Excellent product! Great advice Used at University Of Sacred Heart In Puerto Rico for study in Publicity . Great book highly recommended!
0 of 1 people found the following review helpful
5.0 out of 5 stars Excellent Sept. 21 2007
By Roberto De Jesus - Published on
Excellent book. I bought it for a class that I was taking and it was verry interesting.I recommned this book to everyone thats is in the advertising business

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