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Image Makers - Advertising, Public Relations, and the Ethos of Advocacy (Paperback, New Ed)
Loot Price: R930
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Image Makers - Advertising, Public Relations, and the Ethos of Advocacy (Paperback, New Ed)
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Talking dogs pitching ethnic food. Heart-tugging appeals for
contributions. Recruitment calls for enlistment in the military.
Tub-thumpers excoriating American society with over-the-top
rhetoric. Everywhere we turn, we are exhorted to spend money, join
organizations, rally to causes or express outrage. "Image Makers"
is a comprehensive analysis of modern advocacy - from commercials
to public service ads to government propaganda - and its roots in
advertising and public relations. Robert Jackall and Janice M.
Hirota explore the fashioning of the apparatus of advocacy through
the stories of two organizations, the Committee on Public
Information, which sold the Great War to the American public, and
the Advertising Council, which since the Second World War has been
the main coordinator of public service advertising. They then turn
to the career of William Bernbach, the adman's adman, who
reinvented advertising and grappled creatively with the profound
skepticism of a propaganda-weary midcentury public. Jackall and
Hirota argue that the tools-in-trade and habits of mind of "image
makers" have now migrated into every corner of modern society.
Advocacy is now a vocation for many, and American society abounds
as well with "techncians in moral outrage", including street-smart
impresarios, feminist preachers and bombastic talk-radio hosts. The
apparatus and ethos of advocacy give rise to endlessly shifting
patterns of conflicting representations and claims, and in their
midst "Image Makers" offers a clear and spirited understanding of
advocacy in contemporary society and the quandaries it generates.
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