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 numerous drawings by the author to give it more visual interest.

Introduction: Martians and Marketing.- Chapter1: The Semiotics of Marketing: Selling with Signs.- Chapter 2: A Psychoanalytic Approach to Marketing.- Chapter 3: Sociological Theory: The Group Sells.- Chapter 4: Marxism and Marketing.- Chapter 5: The Anthropology of Marketing.- Chapter 6: Marketing Memes: Antiquity and Modernity.- Chapter 7: Marketing the Self.- Chapter 8: Marketing Something: Advertising Cruise Tourism.- Chapter 9: Marketing the President: Political Marketing.- Chapter 10: Marketing to Millenials.- Chapter 11: Marketing and Social Media.- Chapter 12: Marketing Countries: Selling the USA.- Chapter 13: Marketing Theory.- Chapter 14: Ernest Dichter’s The Strategy of Desire.- Coda: Marketing and Martians.

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, semiotics and tourism. He was a Fulbright lecturer in Italy in 1963 and has lectured in countries such as Iran, China, Indonesia, Germany, and Argentina. He was elected to the University of Iowa School of Journalism and Mass Communication Hall of Fame in 2009.