Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He is the author of more than 150 articles and more than 80 books on the mass media, popular culture, humor, tourism, and everyday life. His publications include the books Bloom's Morning, The Academic Writer's Toolkit: A User's Manual; Media Analysis Technique; Seeing is Believing: An Introduction to Visual Communication; Ads, Fads and Consumer Culture; The Art of Comedy Writing; and Shop 'Til You Drop: Consumer Behavior and American Culture.