The commercialization of American culture : new advertising, control, and democracy / by Matthew P. McAllister.
Material type: TextPublication details: Thousand Oaks : Sage Publications, c1996.Description: xii, 296 p. ; 23 cmISBN:- 0803953801 (p : alk. paper)
- HF5813.U6 M327 1996
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books (30-Day Checkout) | Nash Library General Stacks | HF5813.U6M327 1996 | 1 | Available | 33710000838669 |
Includes bibliographical references (p. 260-274) and index.
WAR, NEWBERY,
The Changing Nature of Advertising and Control -- Advertising and Control: A Typology -- The Fluid Dynamics of Advertising Control During the 1980s -- Factors in the 1980s That Decreased Advertiser Control -- Factors That Have Increased Advertiser Control -- Conclusion: Advertising's Control in the 1990s -- Advertising's External and Internal Control: Social Implications -- Advertising, Economic Critics and the External Control of Media Content -- Product Poundage: Delivering the Mass Audience -- Product Purity: Delivering Desirable Demographics -- Product Pliancy: Delivering Susceptible Audiences -- Two Final Points About External Control -- Advertising, Symbolic Critics and the Internal Control of Commercial Content -- Advertising and Referent Systems -- The Ideological Effects of Referent Systems -- Place-Based Advertising: Control Through Location -- The Rise, Fall and Rise of Place-Based Advertising -- Entertainment Places -- Travel Places -- Retail Places -- Health Places -- Educational Places -- Place-Based Failures -- The Imperative of Control in Place-Based Advertising -- Control Over Demographics -- Control Over Media Viewing Behavior -- Economic and External Control of Place -- Symbolic Control of Place -- Conclusion: A Commercial Sense of Place -- Controlling Viewer Behavior: Creating the Zapless Ad -- Techniques of Clutter Crunching and Remote Restraining -- Four Anti-Zapping Strategies -- The "Let's Spell It Out" Strategy -- The "Advertising by Anticipation" Strategy -- The Camouflage Strategy.