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The advertising business is taken to mean the total apparatus of newspaper and magazine publishing in A merica, plus radio broadcasting, and with important qualifications the movies; plus the advertising agency structure, car card, poster, and direct-by-mail companies, plus the services of supply: printing, lithography, engraving, etc. which are largely dependent upon the advertising business for their existence. The advertising technique is taken to mean the technique of manufacturing customers by producing systematized illusions of value or desirability in the minds of the particular public at which the technique is directed. The book is an attempt, by an advertising man and journalist, to tell how and why the traditional conception and function of journalism has lapsed in this country. It describes the progressive seizure and use, by business, of the apparatus of social communication in A merica. Naturally, this story has not been covered ,has not been considered fit to print, in any newspaper or magazine dependent for its existence upon advertising. In attempting to examine the phenomenon of American advertising in the context of the culture it became necessary to examine the culture itself and even to trace its economic and ideological origins. This enlargement of scope necessitated a somewhat cursory and inadequate treatment of many detailed aspects of the subject.(Typographical errors above are due to OCR software and don't occur in the book.)About the Publisher Forgotten Books is a publisher of historical writings, such as: Philosophy, Classics, Science, Religion, History, Folklore and Mythology.Forgotten Books' Classic Reprint Series utilizes the latest technology to regenerate facsimiles of historically important writings. Careful attention has been made to accurately preserve the original format of each page whilst digitally enhancing the aged text.

Hardcover:

9780405080449, titled "Our Master's Voice: Advertising" | Ayer Co Pub, June 1, 1976, cover price $30.00 | also contains Danger in Ancient Rome | About this edition: The advertising business is taken to mean the total apparatus of newspaper and magazine publishing in A merica, plus radio broadcasting, and with important qualifications the movies; plus the advertising agency structure, car card, poster, and direct-by-mail companies, plus the services of supply: printing, lithography, engraving, etc.

Paperback:

9781409769736, titled "Our Master's Voice: Advertising" | Lightning Source Inc, June 30, 2008, cover price $31.45

Product Description: Book by Rorty, James, Decter, Moshe

Hardcover:

9780837156361 | Reprint edition (Greenwood Pub Group, June 1, 1954), cover price $72.95 | About this edition: Book by Rorty, James, Decter, Moshe

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