- Table View
- List View
Advertising as Communication (Studies in Culture and Communication)
by Gillian DyerAdvertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.
Advertising at the Crossroads: Federal Regulation Vs. Voluntary Controls (Routledge Library Editions: Advertising)
by Max A. GellerAdvertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of public criticism because of certain abuses. One of the big questions troubling advertisers, agencies and media is whether advertising will be subject to increasingly stringent governmental controls or whether it will forestall such action by mature self-regulation. In Advertising at the Crossroads the author has attempted to face the issue squarely and realistically, and to point out several constructive measures that advertising must initiate in its self-interest. First published in 1952.
Advertising at War: Business, Consumers, and Government in the 1940s
by Inger L StoleAdvertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more than the legislative battles of the 1930s, defined the role of advertising in U.S. postwar political economy and the nation's cultural firmament. She argues that Washington and Madison Avenue were soon working in tandem with the creation of the Advertising Council in 1942, a joint effort established by the Office of War Information, the Association of National Advertisers, and the American Association of Advertising Agencies. Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry, Advertising at War traces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.
Advertising Basics
by J. V Vilanilam A. K. VargheseThis book introduces the readers-students of mass communication departments and those who have already entered the world of advertising-to the history, socioeconomic importance and the practical aspects of creating ad copy for the print and electronic media.
Advertising Basics!: A Resource Guide for Beginners (Response Books)
by J V Vilanilam A K VargheseAdvertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis. The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department. Some of the highlights of this text are: - A holistic introduction which gives the reader a pan-industry perspective of advertising. - The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet. - Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising. - Pointers on how to conduct an advertising campaign. - Numerous advertisements which illustrate the theory and examples used in the book. - Tips on how to select an advertising agency and in what circumstances the agency should be changed. - A simple, approachable and anecdotal style of writing which the reader will enjoy.
Advertising, Brands and Consumer Behaviour: The Indian Context
by S Ramesh Kumar Anup KrishnamurthyThe book Advertising, Brands and Consumer Behaviour through the exploration of 79 well-known Indian brands, explains how consumer behaviour is applied in conjunction with advertising management and brands. The Indian examples from varied product categories will enable students to identify with the conceptual linkages that occur across branding, advertising and consumer behaviour. The USP of the book is that it adds value and practical insights to the fundamentals dealt with in the various textbooks on the subject. Besides being a reference book for students of post graduate programmes in management, the book will be useful for professionals in the domain of marketing. The exercises presented in the book will enable students to readily connect with the Indian environment. Further, there are references to research readings that will help readers to probe deeper into the linkages across the three subjects. Key Features: Focuses on building conceptual perspectives that trigger critical thinking in a given context Provides real-life examples of brands (creating theory - practice linkages) Covers several well-known Indian brands across product categories Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects.
Advertising by Design: Generating and Designing Creative Ideas Across Media
by Robin LandaRecognizing that good advertising is about creating an engaging story, the Third Edition of Advertising by Design looks at advertising design as a form of content creation that blends ideas, information, and entertainment in a way that can work for a ranged of media or audience types. Fully updated to align with the latest trends in the advertising industry, the book includes new information on transmedia campaigns, social media, digital media, pull marketing, creative content, and branded entertainment. It continues to offer a step-by-step introduction to the fundamentals of advertising design, giving students the guidance they need to jump-start their creative process no matter what media channel they're working in.
Advertising by Design: Generating and Designing Creative Ideas Across Media
by Robin LandaA real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You’ll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to’s for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.
Advertising by Design
by Robin LandaDon't miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising."While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans."-- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston"This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising."-- Alan Rado, IADT/Harrington College of Design"The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade"So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work."-- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon
Advertising Campaign Design: Just the Essentials
by Robyn BlakemanThe author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
Advertising Campaign Planning: Developing An Advertising-based Marketing Plan
by Jim AveryThis book is designed for student ad agencies and college campaign "teams" for the AAF/NSAC College World Series of Advertising. The basis of the book is a powerful interlocking marketing plan, based on the P&G/WRG (Wells Rich Greene) system. Best practices are presented in a clear and easy to follow sequence.
Advertising Campaigns Workbook
by Harshavardhan Gangadharbatla Kim Bartel Sheehan David KorandaAdvertising Campaigns Workbook
Advertising, Commercial Spaces and the Urban
by Anne M. CroninProviding a detailed account of contemporary outdoor advertising and its relationship with urban space, this book examines what the outdoor advertising industry tells us about the commercial production of urban space, what industry practices reveal about contemporary capitalism, and how ads and billboard structures interface with spaces of the city
Advertising Concept and Copy (3rd Edition)
by George FeltonThis book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways.
The Advertising Concept Book: Think Now, Design Later
by Pete BarryThe classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition <p><p> In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept. <p> Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns. <p> Pete Barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns—in the form of over 450 “roughs” specially produced by the author, fifty of which are new to this edition—also reinforce the book’s core lesson: that a great idea will last forever.
Advertising Confluence: Transitioning Marketing Communications into Social Movements
by Anshu Saxena Arora Sabine Bacouël-JentjensAdvertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions from both the developed and emerging world.
Advertising Creative: Strategy, Copy, Design
by Tom Altstiel Jean GrowWritten in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. GrowAdvertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. GrowAdvertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Joanna L. Jenkins Dan AugustineAdvertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Joanna L. Jenkins Dan AugustineAdvertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Marcel JenningsAdvertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Marcel JenningsAdvertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Advertising Cultures
by Brian Moeran Timothy DeWaal MalefytThrough its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions -- envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves. How do advertisements endeavour to capture real life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a Japaneseness that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.
Advertising Cultures: Gender, Commerce, Creativity (Culture, Representation and Identity series)
by Sean Nixon`Nixon′s study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It′s importance lies in it′s skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book which reopens cultural debate about advertising and society′ - Frank Mort, Professor of Cultural History, University of East London `Advertising Cultures is a lucid, thorough and highly engaging account of advertising creatives that unlocks two crucial issues for understanding the culture industries: creativity and gender. It marks a major new contribution to the cultural study of economic life′ - Don Slater, London School of Economics The economic and cultural role of the `creative industries′ has gained a new prominence and centrality in recent years. This new salience is explored here through the most emblematic creative industry: advertising. Advertising Cultures also marks a significant contribution to the study of gender and of commercial cultures through its detailing of the way gender is written into the creative cultures of advertising and into the subjective identities of its key practitioners.