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Advertising and Integrated Brand Promotion. New York: Thomson South-Western, 2005. This work, technically a textbook for commercial classes by South-Western, is an entertaining and well-designed analysis of the history and methodology behind advertising. Rutherford, David. Excellence in Brand Communication. Toronto: Institute of Communications & Advertising, 2002. A prominent work analyzing the history of advertising. Scholarly in tone and has impeccable research that clearly outlines how advertising has evolved over the decades.

Socially, smoking was consid- 6 ■ The Nineties in America Advertising ered more and more a social evil to be kept from children and adolescents, while social drinking lost some of its stigma. Alternative Advertising Other trends in advertising begun in this decade were simply new uses for existing technology. In 1998, cell phones began to have downloaded advertising as a new part of existing update software. The computer became host to a variety of ad-laden, product-sponsored software, from public-service antidrug announcements (observed initially in the opening and closing screens of video-game machines such as Pac-Man) to the selfpromotion of computer game expansion packs.

On August 9, 1997, Haitian immigrant Abner Louima was brutally beaten and sodomized with a stick by officers in a police station. ” Two years later, four New York police officers fired forty-one rounds into Amadou Diallo, an unarmed black immigrant, because they mistakenly thought he was reaching for a weapon. The acquittal of the officers resulted in angry demonstrations and the arrests of more than 1,700 protesters. Many states in the 1990’s enacted hate crime laws (or bias crime laws), which usually increased penalties for offenders who intentionally choose a victim on the basis of race, ethnicity, or gender.

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