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Mass Advertising as Social Forecast
A Method for Future Research
- Editore:
Praeger Publishers
- EAN:
9780837185958
- ISBN:
0837185955
- Pagine:
- 168
- Formato:
- Hardback
- Lingua:
- Inglese
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Descrizione Mass Advertising as Social Forecast
Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied motives of Americans do vary over time. From this data, he constructs a forecast of our socio-cultural state in 1980 and predicts an increasingly isolationist U.S.
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