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Contents Contents Contents Foreword by Fred Goldberg Preface to the Second Edition Preface to the Third Edition Acknowledgments Chapter 1: Advertising in American Society Advertising as a Puzzlement Defining Advertising Advertising Agencies A Psycho-Cultural Perspective on Advertising Running It Up a Flagpole to See If Anyone Salutes Commercials as Mini-Dramas and Works of Art Teleculture Conclusion Chapter 2: Consumer Cultures A Cultural Critique of Advertising Consumer Cultures Defined The Postmodern Perspective Consumer Culture and Privatism Neiman Marcus and "Couthification" Needs Are Finite, Desires Are Infinite Mimetic Desire Are There Four Consumer Cultures, Not Just One? Chapter 3: Advertising and The Communication Process The Lasswell Formula Focal Points and the Study of Media The Lasswell Formula and Focal Points A Problem with the Lasswell Formula Metaphor and Metonymy Lisa Greatgal's and John Q. Public's Daily Media Diet Television Viewing and Exposure to Commercials Our All-Consuming Passion for Consuming The Price We Pay for "Free" Television Chapter 4: Running It Up a Flagpole to See If Anyone Salutes Lisa's Morning: A Fiction The Illusion of Control Being a "Branded Individual" Selling Oneself The Problem of Self-Alienation We Can Choose as We Please, but Can We Please as We Please? Non-Advertising Forms of Advertising Chapter 5: Sexuality and Advertising Sex in Advertising The Erotics of Advertising The Peach That Became a Prune: A Cautionary Fable The Pseudo-Poetic Appeal to the Illiterati Sex Sells Cigarettes The Case of Joe Camel Sex and the Problem of Clutter Chapter 6: Political Advertising Kinds of Political Advertisements The 1998 California Primary: a "Virtual" Campaign for Governor Questions Raised by the "Virtual" Campaign The 2002 California Campaign for Governor The Code of the Commercial (and Other Political Advertising) The Death of the Tobacco Bill Chapter 7: The Marketing Society Statistics on Advertising More Comments on the Illusion of Freedom The Marketing View The VALS 1 Typology Using the VALS 1 Typology: A Case Study VALS 2: A Revision of the VALS 1Typology Zip Codes and Kinds of Consumers Magazine Choice as an Indicator of Consumer Taste Types of Teenage Consumers A Typology for Everyone in the World A Comparison of the Different Typologies A Conclusion in the Form of a Question Chapter 8: Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement Lotman's Contributions to Understanding Texts What's There to Analyze in an Advertisement? Analyzing the Fidji Ad A Semiotic Interpretation of the Fidji Advertisement A Psychoanalytic Interpretation of the Fidji Advertisement A Sociological Interpretation of the Fidji Advertisement A Marxist Interpretation of the Fidji Advertisement The Myth Model and the Fidji Advertisement A Feminist Interpretation of the Fidji Advertisement Conclusion Chapter 9: Analyzing Television Commercials The Macintosh "1984" Commercial Analyzing Television Commercials A Synopsis of the Text The Background George Orwell's 1984 and Ridley Scott's "1984" The Image of the Total Institution The Prisoners' Boots The Blond as Symbol The Brainwashing Scenario The Big Brother Figure The Brainwasher's Message The Big Explosion The Inmates' Response The Macintosh Announcement The Heroine as Mythic Figure Psychoanalytic Aspects of the Commercial The Blond as Mediator Alienated Proles The Big Blue A Clever Marketing Strategy The "1984" Commercial and a Bit of Scholarly Research Chapter 10: Where Now? Drug Advertising Children and Advertising Battling for People's Attention Appendix Useful Web Sites Useful Books Glossary Bibliography Index About the Author
Library of Congress Subject Headings for this publication:
Advertising -- United States.
Popular culture -- United States.
Consumer education -- United States.