Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He is the author or editor of more than sixty books, including Ads, Fads, and Consumer Culture; Shop 'Til You Drop and Agitpop: Political Culture and Communication Theory . Berger is a consulting editor for the journal Humor and is on the editorial committee for Semiotica.

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• The Myth Model The Structure of Myth A Sociological Analysis of Myth Psychoanalytic Approaches to Myth The Semiotics of Myth Hercules (aka Heracles) and Hercule Poirot Heroes Against Monsters: Theseus and David Odysseus and Athena