Ads, Fads, and Consumer Culture
Advertising's Impact on American Character and Society
Author: Arthur Asa Berger
Ads, Fads, and Consumer Culture—now in its fifth edition—draws on both academic and applied perspectives to offer a lively critique of contemporary advertising and its effects on American society.
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Summary
Ads, Fads, and Consumer Culture—now in its fifth edition—draws on both academic and applied perspectives to offer a lively critique of contemporary advertising and its effects on American society.
Description
The fifth 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. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. 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; helping readers understand the role that advertising has played, and continues to play, in all our lives.
Critic Reviews
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 of broadcast and electronic communication arts at San Francisco State University.
The fifth 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. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. 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; helping readers understand the role that advertising has played, and continues to play, in all our lives.
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