Dissertation Information for Howard BesserNAME:
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SCHOOL: ADVISORS: COMMITTEE MEMBERS: MPACT Status: Fully Complete Title: Advertisements for computer products examined through two social theories of knowledge
Abstract: This dissertation examines the appeals made by advertisements for computer products during the Microcomputer Revolution of the early 1980s, and tries to explain the links between the appeals of these ads and two theories of how we look at the world. First it proposes a theory based upon John Berger'sWays of Seeing, claiming that advertising is concerned with envy and glamour rather than utility. It then offers a second theory, based upon The Homeless Mind by sociologists Peter Berger, Brigitte Berger, and Hansfried Kellner, which attempts to explain how people look at the world in terms of five "elements of the mind": componentiality, multi-relationality, maximalization, functional rationality, and speed. |
MPACT Scores for Howard BesserA = 0 Advisors and Advisees Graph |