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The commercialization of American culture [electronic resource] :new advertising, control, and democracy / by Matthew P. McAllister.

By: McAllister, Matthew P.
Material type: materialTypeLabelBookPublisher: Thousand Oaks : Sage Publications, �1996Description: 1 online resource (xii, 296 pages).Content type: text Media type: computer Carrier type: online resourceISBN: 0585332223 (electronic bk.); 9780585332222 (electronic bk.).Subject(s): Advertising -- Social aspects -- United States | Mass media -- Social aspects -- United States | Advertising -- United States -- History -- 20th century | Publicit�e -- Aspect social -- �Etats-Unis | M�edias -- Aspect social -- �Etats-Unis | Publicit�e -- �Etats-Unis -- Histoire -- 20e si�ecle | BUSINESS & ECONOMICS -- Advertising & Promotion | Advertising | Advertising -- Social aspects | Mass media -- Social aspects | United States | Marketing | Sponsoring | Publicit�e -- Aspect social -- �Etats-Unis | Publicit�e -- �Etats-Unis -- 1945- | M�edias -- Aspect social -- �Etats-Unis | Publicit�e -- Sociologie | Kultur | Sponsoring | Werbung | Kommerzialisierung | USA | 1900 - 1999 | Advertising Sociology | United StatesGenre/Form: Electronic books. | History.DDC classification: 659.1/042 Online resources: EBSCOhost
Contents:
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.
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Includes bibliographical references (pages 260-274) and index.

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.

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Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL

Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL

digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL

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