Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society Paperback – Mar 15 2007
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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.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.
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