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Breaking Up America

Advertisers and the New Media World

Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.

"An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The frightening part is that we are being watched as we do it."—Larry King

"Provocative, sweeping and well made . . . Turow draws an efficient portrait of a marketing complex determined to replace the ’society-making media’ that had dominated for most of this century with ’segment-making media’ that could zero in on the demographic and psychodemographic corners of our 260-million-person consumer marketplace."—Randall Rothenberg, Atlantic Monthly

Read an excerpt.


256 pages | 6 x 9 | © 1997

Culture Studies

History: American History

Media Studies

Table of Contents

Preface
1. Targeting a New World
2. In Mass Marketing’s Shadow
3. The Roots of Division
4. Mapping a Fractured Society
5. Signaling Divisions
6. Tailoring Differences
7. Planning a Fractured Future
8. Image Tribes
Notes
Index

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