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Tables of Contents for Ads, Fads, and Consumer Culture
Chapter/Section Title
Page #
Page Count
Preface: I Stink, Therefore I Am
xi
 
Acknowledgments
xv
 
Advertising in American Society
1
20
Advertising as a Puzzlement
1
3
Defining Advertising
4
6
A Psycho-Cultural Perspective on Advertising
10
1
Running It Up a Flagpole to See If Anyone Salutes
11
1
Commercials as Mini-Dramas and Works of Art
12
4
Teleculture
16
1
Conclusion
17
4
Consumer Cultures
21
12
A Cultural Critique of Advertising
21
2
Consumer Cultures Defined
23
2
Consumer Culture and Privatism
25
1
Neiman Marcus and ``Couthification''
26
2
Needs Are Finite, Desires Are Infinite
28
1
Mimetic Desire
29
4
Advertising and the Communication Process
33
12
The Lasswell Formula
33
1
Focal Points and the Study of Media
34
2
The Lasswell Formula and Focal Points
36
1
A Problem with the Lasswell Formula
37
3
Johnny Q. Public's Daily Media Diet
40
1
Television Viewing and Exposure to Commercials
41
1
Our All-Consuming Passion for Consuming
42
1
The Price We Pay for ``Free'' Television
43
2
Running It Up a Flagpole to See If Anyone Salutes
45
12
Tiffany's Morning: A Fiction
45
1
The Illusion of Control
46
3
Being a ``Branded'' Individual
49
1
Selling Oneself
50
1
The Problem of Self-Alienation
51
2
We Can Choose as We Please, But Can We Please as We Please?
53
4
Sexuality and Advertising
57
12
Sex in Advertising
57
2
The Peach That Became a Prune: A Cautionary Fable
59
2
The Pseudo-Poetic Appeal to the Illiterati
61
2
Sex Sells Cigarettes
63
1
The Case of Joe Camel
63
2
Sex and the Problem of Clutter
65
4
Political Advertising
69
12
Kinds of Political Advertisements
71
2
The 1998 California Primary: A ``Virtual'' Campaign for Governor
73
1
``Experience Money Can't Buy.''
73
1
Questions Raised by the ``Virtual'' Campaign
74
2
The Code of the Commercial (and Other Political Advertising)
76
2
The Death of the Tobacco Bill
78
3
The Marketing Society
81
22
Statistics on Advertising
81
1
More Comments on the Illusion of Freedom
82
1
The Marketing View
83
1
The VALS 1 Typology
84
3
Using the VALS 1 Typology: A Case Study
87
1
VALS 2: A Revision of the VALS 1 Typology
88
2
Zip Codes and Kinds of Consumers
90
2
Magazine Choice as an Indicator of Consumer Taste
92
2
Types of Teenage Consumers
94
2
A Typology for Everyone in the World
96
3
A Comparison of the Different Typologies
99
1
A Conclusion in the Form of a Question
100
3
Analyzing Print Advertisements or: Six Ways of Looking at a Fidji Perfume Advertisement
103
16
Lotman's Contributions to Understanding Texts
103
1
What's There to Analyze in an Advertisement?
104
2
Analyzing the Fidji Ad
106
1
A Semiotic Interpretation of the Fidji Advertisement
107
2
A Psychoanalytic Interpretation of the Fidji Advertisement
109
3
A Sociological Interpretation of the Fidji Advertisement
112
1
A Marxist Interpretation of the Fidji Advertisement
113
1
The Myth Model and the Fidji Advertisement
114
2
A Feminist Interpretation of the Fidji Advertisement
116
1
Conclusion
117
2
Analyzing Television Commercials
119
20
The Macintosh ``1984'' Commercial
Analyzing Television Commercials
119
2
A Synopsis of the Text
121
2
The Background
123
1
George Orwell's 1984 and Ridley Scott's ``1984''
124
1
The Image of the Total Institution
125
1
The Prisoners' Boots
125
1
The Blond as Symbol
126
1
The Brainwashing Scenario
127
1
The Big Brother Figure
127
1
The Brainwasher's Message
128
1
The Big Explosion
129
1
The Inmates' Response
130
1
The Macintosh Announcement
130
1
The Heroine as Mythic Figure
130
2
Psychoanalytic Aspects of the Commercial
132
1
The Blond as Mediator
132
1
Alienated Proles
133
1
The Big Blue
134
1
A Clever Marketing Strategy
135
1
The ``1984'' Commercial and a Bit of Scholarly Research
136
3
Glossary
139
18
Bibliography
157
4
Index
161
6
About the Author
167