Advertising, The Uneasy Persuasion: Its Dubious Impact On American Society

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Basic Books, Sep 3, 1986 - Business & Economics - 288 pages
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What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution. Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine.
 

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Every person who is considering a career in socialology, marketing, advertising/communication, or business should read this book. Its a must read.

Contents

Introduction
4
The Advertisers Perspective
15
What Advertising Agencies Know
45
The Consumers Information Environment
91
An Anthropology of Goods
130
Historical Roots of Consumer Culture
148
The Emergence of New Consumer Patterns A Case Study of the Cigarette
179
Advertising as Capitalist Realism
210
An Evaluation of Advertising
235
NOTES
245
INDEX
278
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