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The Commercialization of American Culture
New Advertising, Control and Democracy
- Matthew P. McAllister - Pennsylvania State University, USA
Other Titles in:
Cultural Studies (General)
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
Place-Based Advertising
Controlling Viewer Behavior
Cross Promotion
Sponsorship
Commercials, Control and the Computer Revolution
Conclusion