Breaking Up America: Advertisers and the New Media World Paperback - 1998
by Joseph Turow
First line
"ADVERTISERS WILL HAVE their choice of horizontal demographic groups and vertical psychographic program types."
From the rear cover
This book is about the way the advertising industry has been fragmenting America and what that may mean for the media and society. The advertiser's aim has been to package individuals, or groups of people, in ways that make them useful targets. But the ad industry's vision of America is one of a fractured population of self-indulgent, suspicious individuals who reach out only to people like themselves, and the ads it creates both reflect and promote this view. Combining shrewd analysis of contemporary practices with a historical perspective, Turow traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of ever more aggressive target marketing. It is a strategy that includes all marketing vehicles, from cable TV to catalogs, direct mail to radio, newspapers to supermarket promotions. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifestyles. With increased technology, advertising can easily enter individuals' private spaces - their homes, cars, and offices - with news, entertainment, and commercial messages aimed specifically at them. As the major support system of American media, the ad industry has encouraged market segmentation and the creation of customized media. Ultimately, Turow predicts this trend will cause an erosion of tolerance and cooperation within U.S. society.
Details
- Title Breaking Up America: Advertisers and the New Media World
- Author Joseph Turow
- Binding Paperback
- Edition [ Edition: first
- Pages 256
- Volumes 1
- Language ENG
- Publisher University of Chicago Press
- Date 1998-12-15
- ISBN 9780226817507 / 0226817504
- Weight 0.71 lbs (0.32 kg)
- Dimensions 9 x 5.98 x 0.65 in (22.86 x 15.19 x 1.65 cm)
- Library of Congress Catalog Number 96009853
- Dewey Decimal Code 659.104
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