Breaking Up America by Joseph Turow
Advertisers and the New Media World

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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


About Joseph Turow

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Joseph Turow, called by the "New York Times" "probably the reigning academic expert on media fragmentation," is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania. He is the the author of "Breaking Up America: Advertisers and the New Media World", among other books, and the editor of "The Wired Homestead" (MIT Press, 2003).
Published December 15, 1998 by University Of Chicago Press. 256 pages
Genres: Business & Economics, Political & Social Sciences, Professional & Technical, Science & Math. Non-fiction

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Turow (Playing Doctor: Television, Storytelling, and Medical Power, 1989) shows how advertising has evolved from a force ``making a homogenous people out of a nation of immigrants,'' as one ad-agency president claimed in the 1920s, to an industry concerned only with making the most money in the m...

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Publishers Weekly

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Target marketing-the practice of pitching a narrow sales appeal to a specific demographic audience-is like a gated community: both are designed to appeal to an affluent few and to snub everyone else.

May 12 1997 | Read Full Review of Breaking Up America: Advertis...

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