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Author: Simone Weil Davis
Publisher: Duke University Press
Published: 2000
Total Pages: 268
ISBN-13: 9780822324461
DOWNLOAD EBOOKExplores interactions between novels and advertising in the construction of subjectivity in the early part of the twentieth century.
Author: Leslie Savan
Publisher: Temple University Press
Published: 2010-06-17
Total Pages: 367
ISBN-13: 1439904901
DOWNLOAD EBOOKHow does a blatant lying in TV commercials—like Joe Isuzu's manic claims—create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And what is the deeper meaning of living in an ad, ad, ad world? For a decade, journalist Leslie Savan has been exposing the techniques used by advertisers to push products and pump up corporate images. In the lively essays in this collection, Savan penetrates beneath the slick surfaces of specific ads and marketing campaigns to show how they reflect and shape consumer desires. Savan's interviews with ad agencies and corporate clients—along with her insightful analyses of influential TV sports—reveal how successful advertising works. Ads do more than command attention. They are signposts to the political, cultural, and social trends that infiltrate the individual consumer's psyche. Think of the products associated with corporate mascots—the drum-beating bunny, the cereal-pushing tiger, the doughboy—that have become pop culture icons. Think cool. Think of the clothing manufacturer that uses multiracial imagery. Think progressive. Buy their worldview, buy their product. When virtually every product can be associate with some positive self-image, we are subtly refashioned into the advertiser's concept of a good citizen. Like it or not, we lead "the sponsored life."
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Published: 1898
Total Pages: 924
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Published: 1924
Total Pages: 108
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DOWNLOAD EBOOKAuthor: Michael Solomon
Publisher: Flat World Knowledge
Published: 2009
Total Pages: 316
ISBN-13: 0982043023
DOWNLOAD EBOOKLaunch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author: James Zarsadiaz
Publisher: Univ of California Press
Published: 2022-10-18
Total Pages: 305
ISBN-13: 0520345843
DOWNLOAD EBOOKBetween the 1980s and the first decade of the twenty-first century, Asian Americans in Los Angeles moved toward becoming a racial majority in the communities of the East San Gabriel Valley. By the late 1990s, their "model minority" status resulted in greater influence in local culture, neighborhood politics, and policies regarding the use of suburban space. In the "country living" subdivisions, which featured symbols of Western agrarianism including horse trails, ranch fencing, and Spanish colonial architecture, white homeowners encouraged assimilation and enacted policies suppressing unwanted "changes"—that is, increased density and influence of Asian culture. While some Asian suburbanites challenged whites' concerns, many others did not. Rather, white critics found support from affluent Asian homeowners who also wished to protect their class privilege and suburbia's conservative Anglocentric milieu. In Resisting Change in Suburbia, award-winning historian James Zarsadiaz explains how myths of suburbia, the American West, and the American Dream informed regional planning, suburban design, and ideas about race and belonging.
Author: Luca M. Visconti
Publisher: Routledge
Published: 2020-05-04
Total Pages: 698
ISBN-13: 1351358820
DOWNLOAD EBOOKCulture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.
Author: Tom Altstiel
Publisher: SAGE Publications
Published: 2019-01-18
Total Pages: 503
ISBN-13: 1506386954
DOWNLOAD EBOOKAdvertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
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Published: 1927
Total Pages: 928
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DOWNLOAD EBOOKThe fourth estate.
