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<span><span>Ads, Fads, and Consumer Culture</span><span>—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.</span></span>

<span><span>Foreword by Fred S. Goldberg</span></span>
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<span><span>Preface to the Fifth Edition</span></span>
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<span><span>Acknowledgments</span></span>
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<span><span>1. Advertising in American Society</span></span>
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<span><span>Advertising as a Puzzlement</span></span>
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<span><span>Defining Advertising</span></span>
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<span><span>Advertising Agencies</span></span>
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<span><span>Max Weber on Religion and Consumer Cultures</span></span>
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<span><span>Advertising and Politics</span></span>
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<span><span>A Psycho-Cultural Perspective on Advertising</span></span>
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<span><span>Running It Up a Flagpole to See If Anyone Salutes</span></span>
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<span><span>Commercials as Mini-Dramas and Works of Art</span></span>
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<span><span>Teleculture and the Internet</span></span>
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<span><span>The Super Bowl</span></span>
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<span><span>The Global Nature of Advertising Agencies</span></span>
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<span><span>Conclusion</span></span>
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<span><span>2. Consumer Cultures</span></span>
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<span><span>A Cultural Critique of Advertising</span></span>
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<span><span>Consumer Cultures Defined</span></span>
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<span><span>Taste Cultures and Advertising</span></span>
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<span><span>The Postmodern Perspective</span></span>
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<span><span>The Problem of Emotions Overcoming Rationality</span></span>
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<span><span>Consumer Culture and Privatism</span></span>
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<span><span>Neiman Marcus and “Couthification”</span></span>
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<span><span>Needs Are Finite, Desires Are Infinite</span></span>
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<span><span>Are There Four Consumer Cultures, Not Just One?</span></span>
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<span><span>National Character and Consumer Cultures</span></span>
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<span><span>3. Advertising and the Communication Process</span></span>
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<span><span>The Lasswell Formula</span></span>
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<span><span>Focal Points and the Study of Media</span></span>
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<span><span>Roman Jakobson’s Model of the Communication Process</span></span>
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<span><span>Run It Up a Flagpole</span></span>
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<span><span>Metaphor and Metonymy</span></span>
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<span><span>Myth and Marketing</span></span>
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<span><span>Integrated Marketing Communication</span></span>
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<span><span>4. Running It Up a Flagpole to See If Anyone Salutes</span></span>
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<span><span>Lisa’s Morning: A Fiction</span></span>
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<span><span>Lisa Greatgal’s and Johnny Q. Public’s Daily Media Diet</span></span>
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<span><span>Television Viewing and Exposure to Commercials</span></span>
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<span><span>A Note on “Hauls”</span></span>
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<span><span>The Price We Pay for “Free” Television</span></span>
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<span><span>The Illusion of Control</span></span>
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<span><span>Being a “Branded” Individual</span></span>
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<span><span>Selling Oneself</span></span>
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<span><span>Selling One’s Body for Brands</span></span>
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<span><span>The Problem of Self-Alienation</span></span>
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<span><span>We Can Choose as We Please, but Can We Please as We Please?</span></span>
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<span><span>The Agony of Choice</span></span>
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<span><span>Nonadvertising Forms of Advertising</span></span>
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<span><span>5. Sexuality and Gender in Advertising</span></span>
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<span><span>Sex and Gender in Advertising</span></span>
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<span><span>Sex in Advertising</span></span>
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<span><span>Sexploitation and Anxiety</span></span>
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<span><span>The Peach That Became a Prune: A Cautionary Fable</span></span>
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<span><span>The Pseudopoetic Appeal to the Illiterati</span></span>
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<span><span>Sex Appeal and Gender Appeal</span></span>
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<span><span>Sex and the Problem of Clutter</span></span>
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<span><span>6. Political Advertising</span></span>
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<span><span>The Cost of Presidential Campaigns</span></span>
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<span><span>The Cost of the 2012 Presidential Election</span></span>
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<span><span>Questions Raised by the Election Campaigns</span></span>
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<span><span>A Note on the California Campaign for Governor in 2010</span></span>
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<span><span>The Code of the Commercial (and Other Political Advertising)</span></span>
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<span><span>The Emotional Basis of Partisan Politics</span></span>
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<span><span>7. The Marketing Society</span></span>
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<span><span>Statistics on Advertising</span></span>
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<span><span>More Comments on the Illusion of Freedom</span></span>
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<span><span>The Marketing View</span></span>
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<span><span>The VALS 1 Typology</span></span>
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<span><span>Using the VALS 1 Typology: A Case Study</span></span>
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<span><span>VALS 2: A Revision of the VALS 1 Typology</span></span>
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<span><span>ZIP Codes and Kinds of Consumers</span></span>
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<span><span>The Claritas Typology</span></span>
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<span><span>Magazine Choice as an Indicator of Consumer Taste</span></span>
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<span><span>Types of Teenage Consumers</span></span>
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<span><span>Blogs and Marketing</span></span>
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<span><span>A Typology for Everyone in the World</span></span>
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<span><span>A Comparison of the Different Typologies</span></span>
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<span><span>A Conclusion to This Discussion in the Form of a Question</span></span>
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<span><span>8. Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement</span></span>
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<span><span>Lotman’s Contributions to Understanding Texts</span></span>
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<span><span>What’s There to Analyze in an Advertisement?</span></span>
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<span><span>Analyzing the Fidji Ad</span></span>
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<span><span>A Semiotic Interpretation of the Fidji Advertisement</span></span>
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<span><span>A Psychoanalytic Interpretation of the Fidji Advertisement</span></span>
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<span><span>A Sociological Interpretation of the Fidji Advertisement</span></span>
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<span><span>A Marxist Interpretation of the Fidji Advertisement</span></span>
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<span><span>The Myth Model and the Fidji Advertisement</span></span>
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<span><span>A Feminist Interpretation of the Fidji Advertisement</span></span>
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<span><span>Conclusion</span></span>
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<span><span>9. Analyzing Television Commercials</span></span>
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<span><span>The Macintosh “1984” Commercial</span></span>
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<span><span>A Synopsis of the Text</span></span>
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<span><span>The Background</span></span>
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<span><span>Testing the “1984” Macintosh Commercial</span></span>
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<span><span>George Orwell’s </span><span>1984 </span><span>and Ridley Scott’s “1984”</span></span>
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<span><span>The Image of the Total Institution</span></span>
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<span><span>The Prisoners’ Boots</span></span>
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<span><span>The Blond as a Symbol</span></span>
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<span><span>The Brainwashing Scenario</span></span>
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<span><span>The Big Brother Figure</span></span>
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<span><span>The Brainwasher’s Message</span></span>
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<span><span>The Big Explosion</span></span>
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<span><span>The Inmates’ Response</span></span>
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<span><span>The Macintosh Announcement</span></span>
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<span><span>The Heroine as Mythic Figure</span></span>
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<span><span>Psychoanalytic Aspects of the Commercial</span></span>
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<span><span>The Blond as Mediator</span></span>
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<span><span>Alienated Proles</span></span>
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<span><span>The Big Blue</span></span>
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<span><span>A Clever Marketing Strategy</span></span>
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<span><span>The “1984” Commercial and a Bit of Scholarly Research</span></span>
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<span><span>10. Where Next?</span></span>
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<span><span>Drug Advertising</span></span>
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<span><span>Children and Advertising</span></span>
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<span><span>Battling for People’s Attention</span></span>
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<span><span>Smart Phones, Social Media, and Advertising</span></span>
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<span><span>Glossary</span></span>
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<span><span>Annotated Bibliography</span></span>
<br>
<span><span>Bibliography</span></span>
<br>
<span><span>Index</span></span>
<br>
<span><span>About the Author</span></span>

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

<span><span>Analyzes classic advertisements and commercials as well as newer pieces—all of which are rich in symbols and provide hands-on examples of how to interpret these texts</span></span>

<span><span>PowerPoint slides of illustrations from the book—including advertisements and Berger’s original cartoons—are now available as a teaching resource</span></span>