Image Makers: Advertising, Public Relations, and the Ethos of Advocacy

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9780226389172: Image Makers: Advertising, Public Relations, and the Ethos of Advocacy

Everywhere we turn, we are exhorted to spend money, join organizations, rally to causes, or express outrage. Image Makers is a comprehensive analysis of this age of modern advocacy-from commercials to public service ads to government propaganda-and its roots in advertising and public relations.

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About the Author:

Robert Jackall is the Class of 1956 Professor of Sociology and Social Thought at Williams College. His books include Moral Mazes: The World of Corporate Managers and Wild Cowboys: Urban Marauders & the Forces of Order.

Janice M. Hirota is an anthropologist who has done extensive fieldwork in urban America. In addition to her research on ad makers, she has studied community activists, social service providers, and poor and homeless populations in New York and other U.S. cities.

From Publishers Weekly:

"Advertising is the handmaiden of the mass consumer economy," claim the authors of this insightful, witty and challenging examination of the art of selling. But the increasingly sophisticated techniques of marketing--evident in Tang's huge promotional campaign involving a national march by the Mothers Against Drunk Driving and the Massachusetts Department of Public Health's antitobacco campaign--have so infiltrated our consciousness that they have become deeply integral to our everyday lives. Jackall, a professor at Williams College, and Hirota, an urban anthropologist, have mapped a contemporary history of how the selling of images--whether they are commercial, political, health-oriented, moral or spiritual--has created the "carnival-like world... besieged by symbols and images we find ourselves in today." Mindful that advertising techniques are always connected to politics, they begin their study with Woodrow Wilson's establishment of the Committee on Public Information, a consortium of commercial advertisers brought together to promote U.S. involvement in WWI, and the successful effort of the commercial advertising industry, under attack in the 1930s and early '40s, to create the Advertising Council to "advertise advertising" by producing public service ads and pro bono campaigns. Filled with intriguing facts--about the genesis of McGruff the anti-crime dog, how ad executives came up with the idea to promote products by emphasizing unflattering facts about them ("when you are second best you have to try harder), and how and why "stigma removal" has become a major part of advertising and public advocacy--Jackall and Hirota's study is engaging and eye-opening. (June)

Copyright 2000 Cahners Business Information, Inc.

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Descripción The University of Chicago Press, United States, 2003. Paperback. Estado de conservación: New. New edition. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Talking dogs pitching ethnic food. Heart-tugging appeals for contributions. Recruitment calls for enlistment in the military. Tub-thumpers excoriating American society with over-the-top rhetoric. Everywhere we turn, we are exhorted to spend money, join organizations, rally to causes or express outrage. Image Makers is a comprehensive analysis of modern advocacy - from commercials to public service ads to government propaganda - and its roots in advertising and public relations. Robert Jackall and Janice M. Hirota explore the fashioning of the apparatus of advocacy through the stories of two organizations, the Committee on Public Information, which sold the Great War to the American public, and the Advertising Council, which since the Second World War has been the main coordinator of public service advertising. They then turn to the career of William Bernbach, the adman s adman, who reinvented advertising and grappled creatively with the profound skepticism of a propaganda-weary midcentury public. Jackall and Hirota argue that the tools-in-trade and habits of mind of image makers have now migrated into every corner of modern society. Advocacy is now a vocation for many, and American society abounds as well with techncians in moral outrage , including street-smart impresarios, feminist preachers and bombastic talk-radio hosts. The apparatus and ethos of advocacy give rise to endlessly shifting patterns of conflicting representations and claims, and in their midst Image Makers offers a clear and spirited understanding of advocacy in contemporary society and the quandaries it generates. Nº de ref. de la librería BTE9780226389172

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