This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.
Provides a history and criticism of an important disrupting force in early science-fiction television programming. In this TV Milestone, author Joanne Morreale highlights the differences of The Outer Limits (ABC 1963–65) from typical programs on the air in the 1960s. Morreale argues that the show provides insight into changes in the television industry as writers turned to genre fiction—in this case, a hybrid of science fiction and horror—to provide veiled social commentary. The show illustrates the tension between networks who wanted mainstream entertainment and the independent writer-producers, Leslie Stevens and Joseph Stefano, who wanted to use the medium to challenge viewers. In five chapters, The Outer Limitsmakes a case for the show's deployment of gothic melodrama and science fiction tropes, unique televisual characteristics, and creative adaptation of many cultural sources to interrogate the relationship between humans and technology in a way that continues to influence contemporary debate in such shows as Star Trek, The X-Files, and Black Mirror. Underlying the arguments is the eerie notion of The Outer Limitsas a disruptive force on television at the time, purposely making audiences uncomfortable. For example, in its iconic opening credit sequence a disembodied "Control Voice" claims to be taking over the television as images mimic signal interference. Other themes convey Cold War paranoia, ambivalence about the Kennedy era "New Frontier," and anxiety about the burgeoning military-industrial-governmental complex. The book points out that The Outer Limits presaged what came to be known as "quality" television. While most episodes followed the lowbrow tradition of televised science fiction by adapting previously published stories and films, the series elevated the genre by rearticulating it through themes and images drawn from myth, literature, and the art film. The Outer Limits is lucid yet accessible, well researched and argued, with enlightening discussions of specific episodes even as it gives attention to broader television history and theory. It will be of special interest to scholars and students of television and media studies, as well as fans of science fiction.
Analyzes The Donna Reed Show, which aired from 1958 to 1966, as a key moment of cultural transition. At a time when television offered limited opportunities for women, Donna Reed was an Oscar-winning Hollywood actress who became both producer (though largely uncredited) and star of her own television show. Distinct from the patriarchal family sitcoms of the era, The Donna Reed Show's storylines focused on the mother instead of the father, and its production brought a cinematic aesthetic to television situation comedy. In The Donna Reed Show, author Joanne Morreale illustrates how the program pushed the boundaries of the domestic sitcom at a time when the genre was evolving and also reflected the subtle shifts and undercurrents of unrest in the larger social and political culture. Morreale begins by locating Donna Reed in relation to her predecessors Gertrude Berg and Lucille Ball, both of whom were strong female presences in front of and behind the camera. She also explores the telefilm aesthetics of The Donna Reed Showand argues that the series is a prime example of the emergent synergy between Hollywood and the television industry in the late fifties. In addition, Morreale argues that the Donna Stone character's femininity acts as a kind of masquerade, as well as provides a proto-feminist model for housewives. She also examines the show's representation of teen culture and its role in launching the singing careers of its two teenaged stars. Finally, Morreale considers the legacy of The Donna Reed Show in the representation of its values in later sitcoms and its dialogue with contemporary television texts. Morreale illustrates the interplay of gender, industry, and culture at work in the history of this classic TV series. Fans of the show, as well as students and teachers of television history, will enjoy this close look at The Donna Reed Show.
This book is a postmodern analysis of Ronald Reagan's 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning. The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.
Morreale traces the development of the documentary films produced for presidential candidates from Calvin Coolidge in 1923 to George Bush and Bill Clinton in 1992. The work provides insight into today's visually oriented presidential campaign by analyzing the production of candidates' images as the films evolve from classical to modern forms. Campaign films are usually overlooked by campaign scholars, yet they provide the fullest available visual portrait of a candidate during a campaign, they encapsulate persuasive appeals and strategies, and they illustrate Republican and Democratic candidates' different approaches to mediated communication. Morreale concludes that presidential campaign films provide a lens through which we can view both changes and continuities in American politics and culture. Recommended for scholars and students of communication, political science, and history.
Considers the influence of The Dick Van Dyke Show on television sitcom history. The Dick Van Dyke Show (CBS 1961–66) was a uniquely self-reflexive sitcom that drew on vaudevillian tropes at a time when vaudeville-based comedy variety was disappearing from television. At the same time, it reflected the liberal politics of the Kennedy era and gave equal time to home and work as it ushered in a new image of the sitcom family. In The Dick Van Dyke Show,author Joanne Morreale analyzes the series' innovative form and content that altered the terrain of the television sitcom. Morreale begins by finding the roots of The Dick Van Dyke Show in the vaudeville-based comedy variety show and the "showbiz" sitcom, even as it brought notable updates to the form. She also considers how the series reflects the social context of Kennedy's New Frontier and its impact on the television industry, as The Dick Van Dyke Show responded to criticisms of television as mass entertainment. She goes on to examine the series as an early example of quality television that also pointed to the complex narrative of today, examining the show's progressive representations of race, ethnicity, and gender that influenced the content of later sitcoms. Morreale concludes by considering The Dick Van Dyke Show's afterlife, suggesting that the various reappearances of the characters and the show itself demonstrates television's "transseriality." Fans of The Dick Van Dyke Show and readers interested in American television and cultural history will appreciate this insightful reading of the series.
Persuasion in Society provides a comprehensive guide to the understanding, practice and analysis of persuasion in society and its psychological dynamics.
This book is a postmodern analysis of Ronald Reagan's 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning. The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.
Analyzes The Donna Reed Show, which aired from 1958 to 1966, as a key moment of cultural transition. At a time when television offered limited opportunities for women, Donna Reed was an Oscar-winning Hollywood actress who became both producer (though largely uncredited) and star of her own television show. Distinct from the patriarchal family sitcoms of the era, The Donna Reed Show's storylines focused on the mother instead of the father, and its production brought a cinematic aesthetic to television situation comedy. In The Donna Reed Show, author Joanne Morreale illustrates how the program pushed the boundaries of the domestic sitcom at a time when the genre was evolving and also reflected the subtle shifts and undercurrents of unrest in the larger social and political culture. Morreale begins by locating Donna Reed in relation to her predecessors Gertrude Berg and Lucille Ball, both of whom were strong female presences in front of and behind the camera. She also explores the telefilm aesthetics of The Donna Reed Showand argues that the series is a prime example of the emergent synergy between Hollywood and the television industry in the late fifties. In addition, Morreale argues that the Donna Stone character's femininity acts as a kind of masquerade, as well as provides a proto-feminist model for housewives. She also examines the show's representation of teen culture and its role in launching the singing careers of its two teenaged stars. Finally, Morreale considers the legacy of The Donna Reed Show in the representation of its values in later sitcoms and its dialogue with contemporary television texts. Morreale illustrates the interplay of gender, industry, and culture at work in the history of this classic TV series. Fans of the show, as well as students and teachers of television history, will enjoy this close look at The Donna Reed Show.
Considers the influence of The Dick Van Dyke Show on television sitcom history. The Dick Van Dyke Show (CBS 1961–66) was a uniquely self-reflexive sitcom that drew on vaudevillian tropes at a time when vaudeville-based comedy variety was disappearing from television. At the same time, it reflected the liberal politics of the Kennedy era and gave equal time to home and work as it ushered in a new image of the sitcom family. In The Dick Van Dyke Show,author Joanne Morreale analyzes the series' innovative form and content that altered the terrain of the television sitcom. Morreale begins by finding the roots of The Dick Van Dyke Show in the vaudeville-based comedy variety show and the "showbiz" sitcom, even as it brought notable updates to the form. She also considers how the series reflects the social context of Kennedy's New Frontier and its impact on the television industry, as The Dick Van Dyke Show responded to criticisms of television as mass entertainment. She goes on to examine the series as an early example of quality television that also pointed to the complex narrative of today, examining the show's progressive representations of race, ethnicity, and gender that influenced the content of later sitcoms. Morreale concludes by considering The Dick Van Dyke Show's afterlife, suggesting that the various reappearances of the characters and the show itself demonstrates television's "transseriality." Fans of The Dick Van Dyke Show and readers interested in American television and cultural history will appreciate this insightful reading of the series.
Provides a history and criticism of an important disrupting force in early science-fiction television programming. In this TV Milestone, author Joanne Morreale highlights the differences of The Outer Limits (ABC 1963–65) from typical programs on the air in the 1960s. Morreale argues that the show provides insight into changes in the television industry as writers turned to genre fiction—in this case, a hybrid of science fiction and horror—to provide veiled social commentary. The show illustrates the tension between networks who wanted mainstream entertainment and the independent writer-producers, Leslie Stevens and Joseph Stefano, who wanted to use the medium to challenge viewers. In five chapters, The Outer Limitsmakes a case for the show's deployment of gothic melodrama and science fiction tropes, unique televisual characteristics, and creative adaptation of many cultural sources to interrogate the relationship between humans and technology in a way that continues to influence contemporary debate in such shows as Star Trek, The X-Files, and Black Mirror. Underlying the arguments is the eerie notion of The Outer Limitsas a disruptive force on television at the time, purposely making audiences uncomfortable. For example, in its iconic opening credit sequence a disembodied "Control Voice" claims to be taking over the television as images mimic signal interference. Other themes convey Cold War paranoia, ambivalence about the Kennedy era "New Frontier," and anxiety about the burgeoning military-industrial-governmental complex. The book points out that The Outer Limits presaged what came to be known as "quality" television. While most episodes followed the lowbrow tradition of televised science fiction by adapting previously published stories and films, the series elevated the genre by rearticulating it through themes and images drawn from myth, literature, and the art film. The Outer Limits is lucid yet accessible, well researched and argued, with enlightening discussions of specific episodes even as it gives attention to broader television history and theory. It will be of special interest to scholars and students of television and media studies, as well as fans of science fiction.
This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.
Persuasion in Society provides a comprehensive guide to the understanding, practice and analysis of persuasion in society and its psychological dynamics.
2007 AJN Book of the Year Award Winner Now you can get back to the part of your job that matters most...caring for your patients! Primary Care: A Collaborative Practice, 3rd Edition is a focused and thorough primary care reference that covers a multitude of adult disorders and related issues. It presents disorders alphabetically so you can quickly find what you're looking for and it addresses disorders and issues not usually found in other primary care books — including barotrauma, rehabilitation, and domestic violence. Plus, each disorder is discussed from a primary care perspective, so you are given the information you need to treat your adult patients in a caring, cost-effective manner. Diagnostic and Differential Diagnosis Boxes aid in test selection and diagnosis. Includes easy-to-find special icons for Emergency and Physician Referral Boxes to indicate conditions that require immediate referral to a specialist or emergency room. Health Promotion Content in many sections highlight the importance of health teaching and health promotion in the care of patients. Management sections incorporate evidence-based recommendations including specialty organization guideline recommendations and current, ongoing research findings. Collaborative format recognizes the importance of comprehensive, cost-effective collaborative patient care. Features a 10-page, 4-color plate section with high-quality photos of physical findings. Thoroughly covers cardiac conditions and office emergencies, areas not usually discussed in detail in other primary care texts. Includes a new introductory unit concerning the business and practical aspects of nurse practitioner practice. New Collaboration in Research chapter contains information regarding the clinical partnership or collaboration with academic colleagues. New Population-Based Care chapter addresses the fact that health care systems are beginning to become more community focused. The role of the health care provider is expanding to provide programs that focus on community needs. New Chronic Disease Management Teams chapter provides current research-based information regarding a team-oriented approach to care of the patient with chronic health issues. New Reimbursement chapter addresses the financial issues facing the NP in private practice. New Infectious Diseases unit addresses the most current health care issues in primary care, including mutating infections and emerging infectious diseases.
Prepare for success in today's fast-paced, collaborative healthcare environment! Offering expert perspectives from a variety of primary care and nurse practitioners, Primary Care: A Collaborative Practice, 5th Edition helps you diagnose, treat, and manage hundreds of adult disorders. Care recommendations indicate when to consult with physicians or specialists, and when to refer patients to an emergency facility. This edition includes six new chapters, a fresh new design, the latest evidence-based guidelines, and a new emphasis on clinical reasoning. Combining academic and clinical expertise, an author team led by Terry Mahan Buttaro shows NPs how to provide effective, truly interdisciplinary health care. UNIQUE! A collaborative perspective promotes seamless continuity of care, with chapters written by NPs, physicians, PAs, and other primary care providers. Comprehensive, evidence-based content covers every major disorder of adults seen in the outpatient office setting, reflects today's best practices, and includes the knowledge you need for the NP/DNP level of practice. A consistent format in each chapter is used to describe disorders, facilitating easier learning and quick clinical reference. Diagnostics and Differential Diagnosis boxes provide a quick reference for diagnosing disorders and making care management decisions. Complementary and alternative therapies are addressed where supported by solid research evidence. Referral icons highlight situations calling for specialist referral or emergency referral. NEW chapters cover topics including transitional care, risk management, LGBTQ patient care, bullous pemphigoid, pulmonary embolism, and dysphagia. NEW! An emphasis on clinical reasoning helps you develop skills in diagnosis and treatment, with coverage moving away from pathophysiology and toward diagnostic reasoning and disease management — including pharmacologic management. NEW focus on interdisciplinary care underscores the importance of interprofessional education and practice, and includes Interdisciplinary Management features. UPDATED chapters reflect the latest literature and evidence-based treatment guidelines, including new content on the Affordable Care Act as well as new coverage of patient satisfaction metrics, quality metrics, value-based purchasing, pharmacogenetics/genomics, and teen pregnancy and abnormal pregnancy. NEW quick-reference features make it easier to locate important information, through colorful section tabs, bulleted summaries, additional algorithms, a more logical table of contents, an Index to Standardized Treatment Guidelines, and a Reference to Common Laboratory Values.
Clinical Guidelines for Advanced Practice Nursing: An Interdisciplinary Approach, Third Edition is an accessible and practical reference designed to help nurses and students with daily clinical decision making. Written in collaboration with certified nurse midwives, clinical nurse specialists, nurse practitioners, nutritionists, pharmacists, and physicians, it fosters a team approach to health care. Divided into four areas—Pediatrics, Gynecology, Obstetrics, and, Adult General Medicine—and following a lifespan approach, it utilizes the S-O-A-P (Subjective-Objective-Assessment-Plan) format. Additionally, the authors explore complex chronic disease management, health promotion across the lifespan, and professional and legal issues such as reimbursement, billing, and the legal scope of practice. The Third Edition has a keen focus on gerontology to accommodate the AGNP specialty and to better assist the student or clinician in caring for the aging population. The authors follow the across the life span approach and focus on common complete disorders. Certain chapters have been revised and new chapters have been added which include:Health Maintenance for Older Adults; Frailty; Common Gerontology Syndromes; Cancer Survivorship; Lipid Disorders; Acne (pediatrics section). Please note that the 2016 CDC Guidelines for prescribing opioids for chronic pain in the United States were not yet available at the time the authors were updating the Third Edition. See the Instructor Resources tab to read a note from the authors about their recommendations for resources around these guidelines.
Morreale traces the development of the documentary films produced for presidential candidates from Calvin Coolidge in 1923 to George Bush and Bill Clinton in 1992. The work provides insight into today's visually oriented presidential campaign by analyzing the production of candidates' images as the films evolve from classical to modern forms. Campaign films are usually overlooked by campaign scholars, yet they provide the fullest available visual portrait of a candidate during a campaign, they encapsulate persuasive appeals and strategies, and they illustrate Republican and Democratic candidates' different approaches to mediated communication. Morreale concludes that presidential campaign films provide a lens through which we can view both changes and continuities in American politics and culture. Recommended for scholars and students of communication, political science, and history.
Written by experts in the fields of pharmacognosy, phytochemistry, phytopharmacy, clinical herbal medicines, phytopharmacovigilance and regulation of herbal medicinal products, Herbal Medicines is an invaluable reference text for pharmacists and other healthcare professionals who require evidence-based information on herbal medicines used for treatment and prevention of health problems.
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