By Arthur Asa Berger

ISBN-10: 3319473271

ISBN-13: 9783319473277

ISBN-10: 331947328X

ISBN-13: 9783319473284

This booklet bargains a cultural reports method of advertising and marketing and ads and exhibits readers how students from various educational disciplines make feel of marketing’s function in American tradition and society. it truly is written in an available type and has various drawings by means of the writer to provide it extra visible interest.

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Extra resources for Marketing and American Consumer Culture: A Cultural Studies Analysis

Example text

Gerald Zaltman also deals with the unconscious in his book How Customers Think: Essential Insights into the Mind of the Market. He suggests that there is a “95-5 Split” in our minds. He argues that only five percent of our cognition is found in “high-order” consciousness and ninety-five percent is in our unconscious, in what he calls “the shadows of the mind,” by which he means below the level of our awareness. He adds that unconscious memories also play an important role in shaping our conscious experience.

Shopping, she says is a struggle to define not what one is but what one is not. This reminds us of Saussure’s dictum that concepts are differential whose most precise characteristic is in being what others are not. Advertisements, then, must be designed to appeal to the taste cultures of the different lifestyles and involve the implicit rejection of the tastes of all the other lifestyles. What Mary Douglas reminds us is that we find out who we are by discovering who we aren’t and whose taste we don’t like.

The Cosmopolitans Middleburg Managers Traditional Times American Dreams Suburban Sprawl Urban Achievers New Homesteaders Big Sky Families White Picket Fences Boomtown Singles Blue-Chip Blues Mayberry-ville Simple Pleasures Domestic Duos Close-In Couples Sunset City Blues Red, White, & Blues Heartlanders New Beginnings Blue Highways. Old Glories City Startups Young & Rustic American Classics 4 SOCIOLOGICAL THEORY: THE GROUP SELLS 25. Country Casuals 51. Shotguns & Pickups 52. Suburban Pioneers 53.

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Marketing and American Consumer Culture: A Cultural Studies Analysis by Arthur Asa Berger


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