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Mass Advertising as Social Forecast : A Method for Future Research, Hardback Book

Mass Advertising as Social Forecast : A Method for Future Research Hardback

Hardback

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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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