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8. The Good, The Bad, and The Ugly

8. The Good, The Bad, and The Ugly  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0008
Item type: 
chapter
ISBN: 
9780199568925
Advertising is regarded with suspicion because of its perceived manipulative powers and its intrusion into our lives. ‘The good, the bad, and the ugly’ looks at the positives and negatives ... More
9. The Role of Advertising in Society

9. The Role of Advertising in Society  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0009
Item type: 
chapter
ISBN: 
9780199568925
Can advertising be moral? The tripartite of advertising (advertisers, media, and agencies) ought to include a fourth element: the public. This is the group the critics of advertising are ... More
5. The cultural dimension of globalization

5. The cultural dimension of globalization  

Manfred B. Steger

in Globalization: A Very Short Introduction (4th edn)

Print Publication Year: 
Apr 2017
Published Online: 
Apr 2017
eISBN: 
9780191824593
DOI: 
10.1093/actrade/9780198779551.003.0005
Item type: 
chapter
ISBN: 
9780198779551
Cultural globalization refers to the intensification and expansion of cultural flows across the globe. Facilitated by the Internet and our proliferating mobile digital devices, the dominant ... More
4. The Media: Blowing the Advertisers' Trumpets

4. The Media: Blowing the Advertisers' Trumpets  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0004
Item type: 
chapter
ISBN: 
9780199568925
The second part of the advertising tripartite is the media that carry the advertisements. What is this ‘media’? Since the arrival of the Internet and digitization, advertising media is in a ... More
3. Advertisers: the Paymasters

3. Advertisers: the Paymasters  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0003
Item type: 
chapter
ISBN: 
9780199568925
‘Advertisers: the paymasters’ examines advertising from the perspective of the advertisers. To advertise or not is an business decision. Large companies do not always have to advertise, ... More
2. Art

2. Art  

Rebecca Arnold

in Fashion: A Very Short Introduction

Print Publication Year: 
Oct 2009
Published Online: 
Sep 2013
eISBN: 
9780191777318
DOI: 
10.1093/actrade/9780199547906.003.0003
Item type: 
chapter
ISBN: 
9780199547906
Since the mid-19th century, fashion increased in pace and the art world went through a similar cycle of change. There was a crossover in thematic concerns between the two disciplines, from ... More
5. Risk perception

5. Risk perception  

Baruch Fischhoff and John Kadvany

in Risk: A Very Short Introduction

Print Publication Year: 
May 2011
Published Online: 
Sep 2013
eISBN: 
9780191777714
DOI: 
10.1093/actrade/9780199576203.003.0006
Item type: 
chapter
ISBN: 
9780199576203
‘Risk perception’ examines how people understand risk, and how this understanding influences decision-making. Effectively making a risk decision requires an individual to have an ... More
6. Magic and the modern world

6. Magic and the modern world  

Owen Davies

in Magic: A Very Short Introduction

Print Publication Year: 
Jan 2012
Published Online: 
Sep 2013
eISBN: 
9780191777929
DOI: 
10.1093/actrade/9780199588022.003.0007
Item type: 
chapter
ISBN: 
9780199588022
‘Magic and the modern world’ looks at the return to magic. The Victorian middle classes embraced spiritualism and the Theosophical movement. Mechanisation, urbanisation and pollution ... More
2. Globalization in history: is globalization a new phenomenon?

2. Globalization in history: is globalization a new phenomenon?  

Manfred B. Steger

in Globalization: A Very Short Introduction (4th edn)

Print Publication Year: 
Apr 2017
Published Online: 
Apr 2017
eISBN: 
9780191824593
DOI: 
10.1093/actrade/9780198779551.003.0002
Item type: 
chapter
ISBN: 
9780198779551
‘Globalization and history: is globalization a new phenomenon?’ gives a brief history of globalization. Globalization is commonly thought of as a new phenomenon, but contact between diverse ... More
1. Josiah Wedgwood: the world’s greatest innovator

1. Josiah Wedgwood: the world’s greatest innovator  

Mark Dodgson and David Gann

in Innovation: A Very Short Introduction (2nd edn)

Print Publication Year: 
Aug 2018
Published Online: 
Aug 2018
eISBN: 
9780191863691
DOI: 
10.1093/actrade/9780198825043.003.0001
Item type: 
chapter
ISBN: 
9780198825043
‘Josiah Wedgwood: the world’s greatest innovator’ looks at the important contribution made by a Staffordshire potter to an improved quality of life and work in the society in which he ... More
2. What is ‘branding’?

2. What is ‘branding’?  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0003
Item type: 
chapter
ISBN: 
9780198749912
‘What is “branding”?’ begins by trying to define ‘brand’. Is it simply a name, or a logo, or a particular colour, or perhaps a slogan? Or is it about more than the product itself? An ... More
6. Branding projects

6. Branding projects  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0007
Item type: 
chapter
ISBN: 
9780198749912
‘Branding projects’ considers the different aspects of current branding practice—defining purpose, proposition, personality, and portfolio—using examples from businesses such as Ryanair, ... More
7. The ethics of branding

7. The ethics of branding  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0008
Item type: 
chapter
ISBN: 
9780198749912
Branding is a powerful force, but is it always a force for good? ‘The ethics of branding’ considers both the negative and positive aspects of branding. Some branding practices can involve ... More
3. The history of branding

3. The history of branding  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0004
Item type: 
chapter
ISBN: 
9780198749912
‘The history of branding’ outlines the five different versions of branding seen over history. The first dates back to the Ancient Egyptians who, with the branding of cattle, demonstrated ... More
Advertising: A Very Short Introduction

Advertising: A Very Short Introduction  

Winston Fletcher

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.001.0001
Item type: 
book
ISBN: 
9780199568925
Advertising: A Very Short Introduction dispels the myths surrounding the advertising industry. Advertising is a diverse entity, and campaigns work (or fail to work) in a ... More
1. What does Advertising Do?

1. What does Advertising Do?  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0001
Item type: 
chapter
ISBN: 
9780199568925
We use the word ‘advertising’ to cover all kinds of publicity. Within the advertising industry the word is used more specifically as one type of marketing communication. Every advertisement ... More
2. How the Advertising Industry is Structured

2. How the Advertising Industry is Structured  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0002
Item type: 
chapter
ISBN: 
9780199568925
Advertising is not a modern phenomenon. Invented in classical Athens, it developed further in Rome, Herculaneum, and Pompeii. After the fall of the Roman Empire, advertising experienced a ... More
5. The Creative Agencies: Creating New Campaigns

5. The Creative Agencies: Creating New Campaigns  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0005
Item type: 
chapter
ISBN: 
9780199568925
Since the end of the 20th century advertising agencies have become increasingly specialised. What role does the advertising agency have in forming the campaign from conception to finish? It ... More
6. The Media Agencies: Spending the Clients' Money

6. The Media Agencies: Spending the Clients' Money  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0006
Item type: 
chapter
ISBN: 
9780199568925
Some argue that selecting the media and creating advertisements are part of the same process of producing a cost-effective campaign. Creative and media agencies rarely communicate as they ... More
Introduction: waiting for the endgame

Introduction: waiting for the endgame  

Ian Hargreaves

in Journalism: A Very Short Introduction (2nd edn)

Print Publication Year: 
Aug 2014
Published Online: 
Aug 2014
eISBN: 
9780191780042
DOI: 
10.1093/actrade/9780199686872.003.0001
Item type: 
chapter
ISBN: 
9780199686872
In the first few years of the 21st century, the digital ‘communications revolution’ provided entirely new global platforms capable of delivering online news, in all media. The ... More

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