Mass Advertising as Social Forecast: A Method for Future Research (Hardcover) (ISBN-13: 9780837185958)

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.

Author: Jib Fowles,Robert Brent Fowles
ISBN-10: 0837185955
ISBN-13: 9780837185958
Publisher: Praeger
Language: English
Published: 08/11/1976
Pages: 156
Format: Hardcover
Weight: 0.80lbs
Size: 8.50h x 5.50w x 0.50d