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Arthur Asa Berger
Seeing is Believing:
An Introduction to Visual Communication
4th Edition.
Rowman & LIttlefield
Table of Contents
Contents ADS/FADS 4th Edition
Foreword by Fred Goldberg
Preface to the Fourth Edition
Preface to the Third Edition
Preface to the Second Edition
Acknowledgments
Chapter 1: Advertising in American Society
Advertising as a Puzzlement
Max Weber on Religion and Consumer Cultures
Advertising and Politics
Advertising Agencies
Defining Advertising
A Psycho-Cultural Perspective on Advertising
Running It Up a Flagpole to See If Anyone Salutes
Commercials as Mini-Dramas and Works of Art
Teleculture and the Internet
The Super-Bowl
Conclusion
Chapter 2: Consumer Cultures
A Cultural Critique of Advertising
Consumer Cultures Defined
Taste Cultures and Advertising
The Postmodern Perspective
The Problem of Emotions Overcoming Rationality
Consumer Culture and Privatism
Neiman Marcus and “Couthification”
Needs Are Finite, Desires Are Infinite
Mimetic Desire
Are There Four Consumer Cultures, Not Just One?
Classified Advertising
Chapter 3: Advertising and The Communication Process
The Lasswell Formula
Focal Points and the Study of Media
The Lasswell Formula and Focal Points
A Problem with the Lasswell Formula
Metaphor and Metonymy
Metaphor and Identity: I am a Sea Shell.
Chapter 4: Running It Up a Flagpole to See If Anyone Salutes
Lisa’s Morning: A Fiction
Lisa Greatgal and Johnny Q. Public’s Daily Media Diet
Television Viewing and Exposure to Commercials
Our All-Consuming Passion for Consuming
A Note on “Hauls.”
The Price We Pay for “Free” Television
The Illusion of Control
Being a "Branded Individual"
Selling Oneself
The Problem of Self-Alienation
We Can Choose as We Please, but Can We Please as We Please?
The Agony of Choice
Non-Advertising Forms of Advertising
Chapter 5: Sexuality and Advertising
Sexuality and Advertising
Sex in Advertising
Sexploitation and Anxiety...