Mass Advertising as Social Forecast: A Method for Future Research

by Jib Fowles

Overview

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.

Product Details

ISBN-13:	9780837185958
Publisher:	Bloomsbury Academic
Publication date:	08/11/1976
Pages:	156
Product dimensions:	5.50(w) x 8.50(h) x 0.50(d)

About the Author

les /f Robert /i Brent