Twitchell (English and advertising, U. of Florida-Gainesville) rejects the view that consumers are the helpless victims of corporate advertising, seeing them instead as prime generators of materialism. Brand names, he says, have taken the place of religion and bloodline in establishing people's status and orientation in society, for themselves as well as for others. Topics include the power of packaging, shopping, advertising and the rhetoric of salvation, fashion, the liberation of consumption. Annotation c. Book News, Inc., Portland, OR (booknews.com)