Download or read book Mass Advertising as Social Forecast written by Jib Fowles and published by Praeger. This book was released on 1976-08-11 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied motives of Americans do vary over time. From this data, he constructs a forecast of our socio-cultural state in 1980 and predicts an increasingly isolationist U.S.