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| Author/Contributor(s): |
Fowles, Jib
|
| Publisher: |
Praeger
|
| Date: |
08/11/1976
|
| Binding: |
Hardcover
|
| Condition: |
NEW
|
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.
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