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Analysis of the book advertising and society

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  1. Thesis and summary of the book
    1. The psychology of the merchant
    2. Advertising
    3. The importance of the psychological factor
    4. The observation of the relationship between the two social institutions of advertising and the audience
    5. The buying pattern
    6. The socio-cultural role
  2. Critique of the book
  3. Conclusion

Through this book the author recognizes that, though the concept of advertising was despised until the early 1970's it gained a lot of importance in the mid 1980s. It has now acquired a new legitimacy owing to its role in a consumerist society and the advent of mass media. The 1980's promoted the emergence of this new concept of advertising with boundless creative potential, giving it the power of adaptation to the needs of the consumer. The author terms this concept as the great escape. Although the mechanics of advertising has mushroomed in the society, it nevertheless came across as a suitable media for fundamental socio-cultural process, particularly in the area of teaching.

[...] Advertising therefore strives to adapt to the culture and take account of these cultural models to meet these statutory requirements for recognition and identification in the symbolic mode. Lifestyles are thus the ideal mode of communication, and advertising reflects the cultural group they offer: these stereotypes are indeed the system of reference to the "normal" consumer situation in light of the normative model valued. Thus, "advertising is a growing phenomenon in everyday culture and is fast being popularized". Advertising may primarily be viewed as a cultural production of meaning, themes, language and images that it borrows. [...]

[...] After an excessively laudatory preface regarding advertising written by Brochand Bernard, an advertising professional, the book seems built as a major "corporate advertising" entity, advocating publicity as a leading social institution, and developing the argument about the logic of socio-cultural functioning thereof to achieve de facto control over what appears to be required to drive as evidence of legitimacy, credibility and relevance of the methods developed and marketed by CCA. The latter, according to the author, ensures effective advertising and respectful socio-cultural dialogue that is necessary to maintain communication with the partner and the consumer. [...]

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