Are They Selling Her Lips?: Advertising and Identity

Unraveling the complex relationship between advertisers and consumers, the author decipers the hidden language and imagery of print and broadcast advertising to reveal how Madison Avenue views the masses, and vice versa

How much and what kind of power does advertising exercise over us, especially over our self-image, asks psychologist and advertising consultant Moog in this penetrating, authoritative study of techniques designed to seduce consumers of all ages from every social, ethnic and economic group. Citing examples of the damaging effects of pervasive advertising on her patients, Moog shows that a language of symbols sells fantasies, often subliminally, and imposes an unrealizable ideal lifestyle. Ads exploit guilt, insecurities and obsession with youth, and cater to vanity and social status, the author argues; also, they largely determine our sexual and political choices and influence cultural attitudes. Photos. Author tour.
Copyright 1990 Reed Business Information, Inc.

In this volume, clinical psychologist Moog, who has also worked as a market researcher, shows how contemporary advertising plays upon human hopes, fears, anxieties, and fantasies to sell products. Various sections treat topics such as ads that feed on human tendencies to be aggressive; the use of babies and adorable children to grab attention; and the perpetuation of social and cultural stereotypes by advertisers. Certain to generate controversy is chapter 7, in which Moog discusses ads which use overt or hidden sexual meanings to associate the product with enhanced sexual attractiveness for the product user. Well illustrated with approximately 120 ads, this is recommended for social science and business collections.
- Gene R. Laczniak, Marquette Univ., Milwaukee
Copyright 1990 Reed Business Information, Inc.