| Description |
x, 226 pages ; 25cm |
| Contents |
About the author -- Acknowledgements -- About this book -- The essentials of advertising: what are advert -- Big questions : advertising, communication, rhetoric and persuasion -- Art or science : what do legendary advertisers think about advertising? -- Work, agencies and contexts : organizational perspectives on advertising -- Information and value : the economics of advertising -- The hierarchy of effects : the psychology of advertising -- The society of the spectacle : the sociology of advertising -- The magic system : cultural studies of advertising -- T he medium is the message : media studies and advertising -- The distorted mirror : advertising and ethics -- Where next? the new essentials of advertising 2 -- Index |
| Summary |
This book is designed to help students and practitioners of advertising navigate their way through the field, offering a detailed overview of its impact on society, culture, and business practices, and its interpretation through a range of research traditions |
| Notes |
Includes index |
| Subject |
Advertising.
|
| LC no. |
2017001498 |
| ISBN |
9780749478391 |
|
