Mass advertising as social forecast : a method for futures research
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Bibliographic Information
Mass advertising as social forecast : a method for futures research
Greenwood Press, 1976
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Note
Bibliography: p. [127]-149
Includes index
Description and Table of Contents
Description
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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