The commercialization of American culture: new advertising, control and democracy
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Thousand Oaks [u.a.]
SAGE
1996
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007143536&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XII, 296 S. |
| ISBN: | 0803953798 0803953801 |
Internformat
MARC
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| 245 | 1 | 0 | |a The commercialization of American culture |b new advertising, control and democracy |c by Matthew P. McAllister |
| 264 | 1 | |a Thousand Oaks [u.a.] |b SAGE |c 1996 | |
| 300 | |a XII, 296 S. | ||
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| 648 | 4 | |a Geschichte 1900-2000 | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Médias - Aspect social - États-Unis | |
| 650 | 4 | |a Publicité - Aspect social - États-Unis | |
| 650 | 4 | |a Publicité - États-Unis - Histoire - 20e siècle | |
| 650 | 7 | |a Sponsoring |2 gtt | |
| 650 | 4 | |a Geschichte | |
| 650 | 4 | |a Gesellschaft | |
| 650 | 4 | |a Massenmedien | |
| 650 | 4 | |a Advertising |x Social aspects |z United States | |
| 650 | 4 | |a Advertising |z United States |x History |y 20th century | |
| 650 | 4 | |a Mass media |x Social aspects |z United States | |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Acknowledgments xi
Introduction 1
1. The Changing Nature of Advertising and Control 11
Advertising and Control: A Typology 14
The Fluid Dynamics of Advertising Control During
the 1980s 17
Factors in the 1980s That Decreased Advertiser
Control 17
Factors That Have Increased Advertiser Control 27
Conclusion: Advertising s Control in the 1990s 35
2. Advertising s External and Internal Control:
Social Implications 37
Advertising, Economic Critics and the External Control
of Media Content 39
Product Poundage: Delivering the Mass Audience 41
Product Purity: Delivering Desirable Demographics 45
Product Pliancy: Delivering Susceptible Audiences 47
Two Final Points About External Control 51
Advertising, Symbolic Critics and the Internal Control
of Commercial Content 52
Advertising and Referent Systems 5 3
The Ideological Effects of Efferent Systems 55
3. Place Based Advertising: Control Through Location 63
The Rise, Fall and Rise of Place Based Advertising 64
Entertainment Places 67
Travel Places 69
Retail Places 70
Health Places 72
Educational Places 73
Place Based Failures 74
The Imperative of Control in Place Based Advertising 75
Control Over Demographics 76
Control Over Media Viewing Behavior 78
Economic and External Control of Place 80
Symbolic Control of Place 84
Conclusion: A Commercial Sense of Place 88
4. Controlling Viewer Behavior: Creating the
Zapless Ad 93
Techniques of Clutter Crunching and Remote
Restraining 94
Four Anti Zapping Strategies 95
The Let s Spell It Out Strategy 95
The Advertising by Anticipation Strategy 101
The Camouflage Strategy 104
The Let s Have Our Own Channel Strategy 130
5. Cross Promotion: Control Through Cooperation 136
The Reasons for Cross Promoting 138
The Drive Toward Commercial Efficiency 138
The Development of the Commodity Referent 140
The Increased Need for Entertainment Promotion 142
Maneuvering in a Competitive Retail Environment 145
The Development of Corporate Synergy 147
Resolving Referent System Conflicts 149
Cross Promotion Works 150
The Development of Cross Promotional
Commercial Functions 151
The Microcommercial Function in Cross Promotion 151
The Multilevel Commercial Function in
Cross Promotion 158
The Multi Placed Commercial Function in
Cross Promotion 163
Conclusion: Cross Promotion and the
Commercialized Voice 169
Amplified Voices 169
Impersonated Voices 170
Controlled Voices 171
Nonstop Voices 174
6. Sponsorship: Control Behind a Philanthropic Facade 177
The Increase in Sponsorship and Its Promotional Nature 180
Observation One: Sponsorship Strives for External
Economic Control 186
Observation Two: Sponsorship Reaches Hidden
or Reluctant Demographics 192
The Well to Do Audience 192
Generation X 193
Teens (and Younger) 194
The Planet 196
Observation Three: Sponsorship Links the Corporate
to the Culturally Good and Desirable 197
Observation Four: Sponsorship Offers Ubiquitous
Promotion During Sponsored Events 200
The Name of the Event/Place/Team 201
Background Signage 202
Product Placement 203
Paid Commercials During the Event 205
Cosponsoring Parts of the Event 206
Observation Five: Sponsorship Offers
External Promotion 210
Free Media Coverage 210
Advertising for the Sponsored Event 212
Licensing and Merchandising 213
Observation Six: Sponsorship Subverts Democracy 214
Agenda Setting 215
Creating a Privileged Audience 218
Elevating the Sponsor, Devaluing the Sponsored 219
7. Commercials, Control and the Computer Revolution 224
Database Marketing and the Refinement of Internal
Symbolic Control 226
The Growth in Database Marketing 226
Database Marketing, Privacy and Commodity Fetishism 229
Database Marketing and Integrated Marketing 235
Billboards Along the Information Superhighway:
The Reification of Advertising 238
8. Conclusion 247
The Antidemocratic Trends of New Advertising 248
Tactics for Counterbalancing Advertising s
Antidemocratic Trends 252
References 260
Index 275
About the Author 296
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| dewey-search | 659.1/042 |
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| discipline | Soziologie Wirtschaftswissenschaften |
| era | Geschichte 1900-2000 |
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| id | DE-604.BV010702061 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T09:59:09Z |
| institution | BVB |
| isbn | 0803953798 0803953801 |
| language | English |
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| physical | XII, 296 S. |
| publishDate | 1996 |
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| publishDateSort | 1996 |
| publisher | SAGE |
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| spellingShingle | McAllister, Matthew P. 1960- The commercialization of American culture new advertising, control and democracy Marketing gtt Médias - Aspect social - États-Unis Publicité - Aspect social - États-Unis Publicité - États-Unis - Histoire - 20e siècle Sponsoring gtt Geschichte Gesellschaft Massenmedien Advertising Social aspects United States Advertising United States History 20th century Mass media Social aspects United States Werbung (DE-588)4065541-6 gnd Sponsoring (DE-588)4207431-9 gnd Kommerzialisierung (DE-588)4127776-4 gnd Kultur (DE-588)4125698-0 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4207431-9 (DE-588)4127776-4 (DE-588)4125698-0 (DE-588)4078704-7 |
| title | The commercialization of American culture new advertising, control and democracy |
| title_auth | The commercialization of American culture new advertising, control and democracy |
| title_exact_search | The commercialization of American culture new advertising, control and democracy |
| title_full | The commercialization of American culture new advertising, control and democracy by Matthew P. McAllister |
| title_fullStr | The commercialization of American culture new advertising, control and democracy by Matthew P. McAllister |
| title_full_unstemmed | The commercialization of American culture new advertising, control and democracy by Matthew P. McAllister |
| title_short | The commercialization of American culture |
| title_sort | the commercialization of american culture new advertising control and democracy |
| title_sub | new advertising, control and democracy |
| topic | Marketing gtt Médias - Aspect social - États-Unis Publicité - Aspect social - États-Unis Publicité - États-Unis - Histoire - 20e siècle Sponsoring gtt Geschichte Gesellschaft Massenmedien Advertising Social aspects United States Advertising United States History 20th century Mass media Social aspects United States Werbung (DE-588)4065541-6 gnd Sponsoring (DE-588)4207431-9 gnd Kommerzialisierung (DE-588)4127776-4 gnd Kultur (DE-588)4125698-0 gnd |
| topic_facet | Marketing Médias - Aspect social - États-Unis Publicité - Aspect social - États-Unis Publicité - États-Unis - Histoire - 20e siècle Sponsoring Geschichte Gesellschaft Massenmedien Advertising Social aspects United States Advertising United States History 20th century Mass media Social aspects United States Werbung Kommerzialisierung Kultur USA |
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