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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.
- Format: Inbunden
- ISBN: 9780837185958
- Språk: Engelska
- Antal sidor: 156
- Utgivningsdatum: 1976-08-11
- Förlag: Bloomsbury Publishing Plc