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FILM 340: Advertising and Consumer Culture

Finding Books

Search Omni to find books, journals, videos and other materials owned by the Library.  You can search by keywords, author, title or subject headings.
 
To find a specific known item, search by title or author.  To find books on a topic, either try a subject or keyword search.

Subject Headings versus Keyword Searching

Subject headings allow you to search for resources on a particular author or topic and are often more productive than keyword searches. 

Keyword searches work best if you have multiple concepts or topics and need only a few books. 

For a comprehensive subject search, search with subject headings as well as keywords.

Searching Omni

Start with a keyword search, but expect to revise it. 

Keyword Searching TIPS

Search Technique  

What It Does

quotation marks

Searches for exact phrase

Truncation *

Searches for all forms of a word

Boolean operators (AND, OR, NOT)

Lets you broaden or narrow your search

Keyword Searching

Use a keyword search if you have multiple concepts or topics. Browse your results to find the assigned subject headings in order to find more books on your topic.  

Think of the focus (or key) words that describe your topic. For example, use the keyword boolean search "new media" and place words in quotes, so more relevant results will be retrieved:

consumer* AND advertising AND culture
 
Select useful titles and look at the full record for subject headings. Use them to provide more keyword ideas or as individual searches themselves.
 
(consumer* OR consumption) AND (advertising OR branding) AND culture

 

Select useful titles and look at the full record for subject headings. Use them to provide more keyword ideas or as individual searches themselves.

Subject Searching

Subject headings allow you to search OMNI for resources on a particular topic and are often more productive that keyword searches.

Examples of subject headings:

Advertising--Social aspects
Advertising--United States
Branding--Economic aspects
Branding (Marketing)--Social aspects
Consumer behavior
Consumer education
Consumer satisfaction
Consumers' preferences
Culture--Economic aspects
Internet advertising
Internet marketing
Male consumers
Mass media and culture
Older consumers
Popular culture
Social media
Teenage consumers
Young adult consumers
Viral marketing
Women in advertising
Women consumers

Selected Titles

Browsing the Library Shelves

Browsing the library shelves is another strategy for locating information on a topic. 

Most books related to Film  and Media Studies are located in the call number range PN1990 - PN1999 on the 4th floor of Stauffer Library.

Books on advertising can be found on the third floor of Stauffer in the call number range HF5801 - HF6182.