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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.
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. At every turn, Americans 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 "technicians 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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