Image Makers

Everywhere we turn, we are exhorted to spend money, join organizations, rally to causes, or express outrage. Image Makers is a comprehensive analysis of this age of modern advocacy-from commercials to public service ads to government propaganda-and its roots in advertising and public relations.

Robert Jackall is the Class of 1956 Professor of Sociology and Social Thought at Williams College. His books include Moral Mazes: The World of Corporate Managers and Wild Cowboys: Urban Marauders & the Forces of Order.

Janice M. Hirota is an anthropologist who has done extensive fieldwork in urban America. In addition to her research on ad makers, she has studied community activists, social service providers, and poor and homeless populations in New York and other U.S. cities.

List of Illustrations

ix

Acknowledgments

xi

Fun-House Mirrors

1

(10)

I THE APPARATUS OF ADVOCACY

Advertising the Great War

11

(25)

Public Relations for Advertising

36

(31)

II THE ETHOS OF ADVOCACY

Turning the World Upside Down

67

(23)

Advocacy as a Profession

90

(30)

Habits of Mind

120

(32)

Advocacy as a Vocation

152

(20)

Technicians in Moral Outrage

172

(35)

III THE DISCERNMENT OF REPRESENTATIONS

Make-Believe Worlds

207

(22)

A Note on Sources

229

(2)

Notes

231

(80)

Index

311

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Summary

Author Biography

Table of Contents

Supplemental Materials