ABSTRACT
In the 1980s advertisers developed new research and communication for diagnosing culture and mobilizing consumers. Advertisers were one among other cultural intermediaries, marketers, retailers, designers, and media, all of whom were negotiating lifestyle niches in the mediated marketplace. In the sections that follow we trace the development and communication directed to three target markets that received an inordinate amount of advertiser's attention, despite their making up a very small part of the total market.
