Jib fowles biography of donald

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Substantially updated, this revised edition of Why Viewers Watch presents recent research, overlooked past studies and fresh survey data to offer an alternative perspective on the role of television and how it serves its viewers psychologically. Fowles argues that television is a 'grandly therapeutic force' - a tension-reliever of great benefit to viewers.

He also examines the phenomenon of media snobbery - anti-television attitudes proliferated by those who want to feel superior to others by denigrating television viewing. 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 , , and , 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 and predicts an increasi Advertising has permeated our popular culture as much as any other aspect of the media. This comprehensive text provides a balanced analysis of advertising - as a business practice and as a creator of symbolic environments.

The critique reflects current theories on advertising by illustrating how it both draws from and contributes to popular culture, and uses specific excerpts from advertising campaigns to illustrate this point. The book traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies and the creation of a consumer culture to an exploration of the major themes of American advertising.

The author also provides a criti. From this data, he constructs a forecast of our socio-cultural state in and predicts an increasingly isolationist U. Professor media studies University Houston-Clear Lake, since With United States Army, Back to Profile. Photos Works.