Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society - Softcover

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 Pick up the new paperback edition... It's a good, informative book about sex and advertising and other cool subjects, including new material on product placement. Advertising Age An excellent introduction for anyone interested in learning about advertising. Highly recommended. CHOICE Well-written, down-to-earth, accessible, and rich in useful information. Contemporary Sociology

Now in its fourth 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. This new edition features up-to-date examples and new theoretical material, including expanded discussions of a number of topics, such as Weber's study of religion and its role in consumption, the role of the unconscious and emotion in shaping consumer behavior, the way brands shape the behavior of 'mall girls,' sexuality and advertising, and Maslow's theory of needs. The book also comes complete with updated ads and Berger's signature drawings. Whether they are 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.