These in-depth contributions explore such topics as the conceptual relationship between advertising and culture; the development of advertising through the industrial period; the nature of advertising production and reception; the relationship of advertising to a range of cultural fields such as art, fashion, and music; and developments in digital media practice.
By showing how to approach questioning with an open, curious mind and a willingness to work through a series of "Why," "What if," and "How" queries, Berger offers an inspiring framework of how we can all arrive at better solutions, fresh possibilities, and greater success in business and life.
Why study women and shopping? Why is it important? Women matter because of their consumer spending power; they are crucial to survival in the competitive retail industry in America. Women matter because they control over $20 trillion in consumer spending. Today's women are better educated, have more financial power and decision making abilities and mobility than those of any previous generation.