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.
- ISBN10 0837185955
- ISBN13 9780837185958
- Publish Date 11 August 1976
- Publish Status Active
- Publish Country US
- Publisher ABC-CLIO
- Imprint Praeger Publishers Inc
- Format Hardcover
- Pages 156
- Language English