Marketing and American Consumer Culture A Cultural Studies Analysis
This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketing’s role in American culture and society. It is written in an accessible style and has
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Arthur Asa Berger
Marketing and American Consumer Culture A Cultural Studies Analysis
Arthur Asa Berger San Francisco State University San Francisco, California, USA
ISBN 978-3-319-47327-7 DOI 10.1007/978-3-319-47328-4
ISBN 978-3-319-47328-4 (eBook)
Library of Congress Control Number: 2016956859 © The Editor(s) (if applicable) and The Author(s) 2016 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Cover illustration: © Bitboxx.com Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
ACKNOWLEDGMENTS
I would like to thank all the scholars and writers who have written about marketing and advertising, and related concerns, from a cultural studies perspective over the years. They have provided me with insights of considerable value—often shown in the epigraphs but also in quotations in the chapters. They have helped turn the book into a literary documentary of sorts and their voices have been extremely valuable. I also want to thank some people who have helped me with the table on media preferences of the four lifestyles: Tom Maxon, Hans Bakker, and Dirk Vom Lien. Finally, I would like to thank my editor, Shaun Vigil, and his assistant, Glenn Ramirez, for their support, and the copy-editors and production editors, whose names I do not know, who have helped publish this book.
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CONTENTS
1 Introduction: Martians and Marketers
1
2 The Semiotics of Marketing: Selling with Signs
13
3 A Psychoanalytic Approach to Marketing
25
4 Sociological Theory: The Group Sells
37
5 Marxism and Marketing
47
6 The Anthropology of Marketing
55
7 Marketing Memes: Antiquity and Modernity
63
8 Marketing the Self
69
9 Marketing Something: Advertising Cruise Tourism
79
10 Marketing the President: Political Marketing
93
11 Marketing to Millennials
101
12 Marketing and Social Med
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