Home » Mass Advertising as Social Forecast: A Method for Future Research by Jib Fowles
Mass Advertising as Social Forecast: A Method for Future Research Jib Fowles

Mass Advertising as Social Forecast: A Method for Future Research

Jib Fowles

Published August 11th 1976
ISBN : 9780837185958
Hardcover
156 pages
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 About the Book 

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 theMoreFowles 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.