Mass advertising as social forecast : a method for futures research
著者
書誌事項
Mass advertising as social forecast : a method for futures research
Greenwood Press, 1976
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注記
Bibliography: p. [127]-149
Includes index
内容説明・目次
内容説明
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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