Buch, Englisch, 240 Seiten, Paperback, Format (B × H): 170 mm x 244 mm, Gewicht: 425 g
Buch, Englisch, 240 Seiten, Paperback, Format (B × H): 170 mm x 244 mm, Gewicht: 425 g
ISBN: 978-0-7494-7839-1
Verlag: Kogan Page
Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills to critically evaluate and exploit existing research on advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and to develop their careers according to their interests.
Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.
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Weitere Infos & Material
Chapter - 01: The Essentials of Advertising - What Are Adverts and Why Study Them?; Chapter - 02: Big Questions - Advertising, Communication, Rhetoric and Persuasion; Chapter - 03: Art or Science - What do Legendary Advertisers Think about Advertising?; Chapter - 04: Ad Work - Management and Organizational Perspectives on Advertising; Chapter - 05: Information and Value - The Economics of Advertising; Chapter - 06: The Hierarchy of Effects - The Psychology of Advertising; Chapter - 07: The Society of the Spectacle - The Sociology of Advertising; Chapter - 08: The Magic System - Cultural Studies of Advertising; Chapter - 09: The Medium is the Message - Media Studies and Advertising; Chapter - 10: The Distorted Mirror - Advertising and Ethics; Chapter - 11: Next Steps - The New Essentials of Advertising