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The Commercialization of American Culture
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The Commercialization of American Culture
New Advertising, Control and Democracy


Other Titles in:
Cultural Studies (General)

January 1996 | 312 pages | SAGE Publications, Inc
Advertising in the United States has infiltrated virtually every aspect of life from classroom television through supermarket check-out lanes to doctors' surgeries. The advertising industry is constantly seeking new consumer avenues, the most recent including niche marketing, database marketing, cross-promotion and place-based marketing. In this valuable resource, Matthew P McAllister critically assesses the role of advertising in society, examines the recent innovations in technique, and discusses the social and commercial implications of these developments.
 
Introduction
 
The Changing Nature of Advertising and Control
 
Advertising's External and Internal Control
Social Implications

 
 
Place-Based Advertising
Control through Location

 
 
Controlling Viewer Behavior
Creating the Zapless Ad

 
 
Cross Promotion
Control through Cooperation

 
 
Sponsorship
Control behind a Philanthropic Facade

 
 
Commercials, Control and the Computer Revolution
 
Conclusion

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ISBN: 9780803953802
£47.99