Ads, Fads, and Consumer Culture is an engaging cultural studies critique of advertising and its impacts on American society. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. He explores how advertising works and how society does or doesnAIt respond to it, and he gives two detailed interpretations of ads to offer readers step-by-step frameworks for decoding print ads and television commercials.
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Gottschalk et al. (2002) studied this question.