Mass Advertising as Social Forecast: A Method for Future Research (Hardback)Jib Fowles (author)
Hardback 156 Pages / Published: 11/08/1976
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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.
Number of pages: 156
Weight: 364 g
Dimensions: 216 x 140 x 12 mm
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