Mass Advertising as Social Forecast: A Method for Future Research

By Jib Fowles

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: Hardcover
• Language: English
• ISBN: 0837185955
• ISBN13: 9780837185958
• Release Date: August 1976
• Publisher: Praeger
• Length: 156 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.5" x 5.5" x 8.5"