Contemporary Advertising [antikvár]

PREFACE British novelist Norman Douglas may have captured the essence !!^ of advertising's worldwide significance when he remarked, "You can tell the ideals of a nation by its advertisements." Indeed, while the advertising business was viewed as a particularly American institution in the first half of this century, that is certainly no longer the case. Today, everyone living and working in the modern world is under the influence of advertising. Thus, the study of advertising has taken on new importance, not only for students of business or journalism— who may one day be practitioners—but also for students of sociology, psychology, political science, economics, history, language, art, or the sciences, all of whom will continue to be consumers of advertising. There are six major reasons why student;; profit from .studying advertising. It can help them to: Understand the impact of advertising on the American economy and on the economies of foreign nations. Comprehend advertising's role in fashioning societ>' and, conversely, society's impact on advertising. See how advertising fits within the broader disciplines of business and marketing. Learn how advertising relates to journalism and the field of communications. Appreciate the artistic creativity and technical expertise required in advertising. Discover what advertising people do and how they do it, and the career opportunities the field offers. Our mission in tlie previous editions of Contemporary^ Advertising was to present advertising as it is actually practiced. Our purpose remains the same. We believe advertising should be taught as it really is—as a business, as a marketing tool, as a creative proce.ss, and as a hybrid discipline that employs elements of the various arts and sciences—in a manner and style relevant to today's student. Aids for the student This text is intended to put flesh on the bones of academic theory. To capture and hold student intere,st, the opening storj' of each chapter describes an actual situation that illu.strates a basic concept in the study of advertising. This opening example is then used throughout the chapter to demonstrate how textbook concepts are applied in real-life situations. Because active participation enhances learning, "Advertising Laboratories" are incorporated into every chapter. These unique sidebars to the world of advertising introduce students to a controversial or interesting topic and then involve them through questions that stimulate critical thinking. Another feature found to be valuable by instructors and students alike is the many checklists, which aid in organizing tliinking and facilitate decision making. A third boxed feature found in all the chapters is "People in Advertising"—profiles of individuals who have achieved success in the field of advertising and who offer useful suggestions based on their experience. Each of the 19 chapters is heavily illustrated with current, award-winning adverti.sements and campaigns. All the major media are represented—print, electronic, outdoor—in a balanced manner. Furthermore, we have included local a.s well as national ads, and business-to-business as