| Description |
1 online resource (xiv, 226 pages) |
| Contents |
About the author -- Acknowledgements -- About this book -- The essentials of advertising: what are advertisements and why should we study them? -- 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 -- The medium is the message : media studies and advertising -- The distorted mirror : advertising and ethics -- Index |
| Summary |
A meticulously researched textbook 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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from digital title page (viewed on March 02, 2018) |
| Subject |
Advertising.
|
|
Advertising.
|
|
Sales & marketing.
|
|
BUSINESS & ECONOMICS -- Advertising & Promotion.
|
|
Advertising
|
|
Advertising.
|
|
Sales and marketing.
|
| Form |
Electronic book
|
| LC no. |
2017002009 |
| ISBN |
9780749478407 |
|
0749478403 |
|
