美国广告文化

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《美国广告文化》是1998年东北财经大学出版社出版的图书,作者是斯沃卡(美)。
作    者
斯沃卡(美)
ISBN
9787810443562
页    数
448
定    价
46.00元
出版社
东北财经大学出版社
出版时间
1998-03
装    帧
平装

美国广告文化内容介绍

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内容提要
本书系统讲述了美国广告业和广告理论与方法的发展
历程和演进轨迹,作者引用大量史实和案例,科学归纳了
美国广告文化的发展阶段和发展规律,并对未来发展趋势
进行了合理的展望。
本书内容丰富,体系完整,适合于营销、企业管理专
业学生和相关专业人员选作教材和参考读物。

美国广告文化作者介绍

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作者简介
尤利安・斯沃卡,美国著名的广告学专家和广告业资
深人士。

美国广告文化作品目录

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Contents
  Introduction xiii
  Part 1 Historical Overview
  Chapter 1 1492-1880 The Beginnings
  Advertising In the Old World
  The Impact of the Printing Press
  From News-Letters to Newspapers
  SellingtheNewWorld
  From Colony to Nation
  Colonial Advertising
  The Effect of Paper Shortages
  The Impact ofthe Industrial Revolution
  Mass Production Spurs Economic Growth
  The Civil War Fuels a Consumer Economy
  Urbanization Changes the Face of Retailing
  General Merchandisers Pass on Economies of Scale
  The Communicatlons Revolution
  Go West, Young Man
  The Modern Magazine Debuts
  The Advertising Agent: A New Occupation
  Puffery and Patent Medidnes
  Part 11 Early American Advertising
  Chapter 2 1880-1900 Selling the Goods
  A New Role for Advertising
  The Packaging Revolution
  Brand-Name Advantages
  The New Culture of Consumption
  The Selling Style: Hard or Soft?
  Honesty Takes Its Turn
  Slogans and Jingles Catch On
  Trademarks Come to Life
  Pictures Show the Way
  The First National Advertisers
  A Trio of Household Staples
  Try It! You'll Like It!
  Selling Entirely New Products
  Magazines and Agencies
  Magazines Emerge as Advertising Vehicles
  Agencies Widen Their Services
  A New Wave of Design
  Chapter 3 1900-World War 1 The Rise
  of a Consumer Economy
  The Emergmg Consumer Economy
  Big Business Gets Bigger
  Immigrants Flock to America
  Packaging Revolutionizes Mass Retailing
  Chains Link Store After Store
  Advertising Identifies Its Primary Audience
  Turn-of-the-Century Advertising
  The Golden Age of Trademark Advertising
  The Art of Advertising
  Salesmanship in Print
  Print Ads Shift Gears
  The Feminine Point of View Finds a Voice
  image Builds the Emotional Appeal
  The Expansion ofAgency Services
  Advertising and Progress
  America Cleans Up Its Act
  Advertising Revolutionizes the Breakfast Menu
  Getting "Wired" Catches On
  America Hits the Road
  Advertising and World War l
  Part lll Modern American Advertising
  Chapter 4 l920-l929 The Roaring Twenties
  The Prosperous New Era
  The Business of America Is Business
  Retailing Hits Its Stride
  Enjoy Now, Pay Later
  Advertising's Role in Shaping Lifestyles
  Targeting Women
  Discovering Odors
  Creating Shrines of Cleanliness
  Selling the Cigarette Habit
  Selling Color, Style, and Time
  Fashion Takes a Bow
  The American Home Goes Modern
  Automobile Advertising Shifts Gears
  Advertising Hits the Road
  TheVoiceofRadio
  The Look of Modern Advertising
  Chapter 5 l930-l945 The Depression
  and World War ll
  Brother, Can You Spare a Dime?
  The Effects of the Depression
  A New Deal for the Forgotten Man
  A "Hard Sell" for Hard Times
  Advertising Again Goes for the Hard Sell
  Depression-Era Advertising Adopts a New Look
  The Best and Worst Collide
  Consumers Organize
  The MaturingVoice of Radio
  Another New Wave of Design
  Television Enters the Picture
  TheWarYears
  Chapter 6 1945-1960 The Postwar Boom
  The Fabulous Fifties
  Realizing the American Dream
  Keeping Up with the Joneses
  Dressing Up the Automobile
  The Atomic Age
  Don't Rock the Boat
  The Generation Gap Opens Up
  Civil Rights Become an Issue
  New Ways of Selling
  Competing in a Crowded Market
  Tapping into Consumers' Hidden Desires
  Bringing Television to the Masses
  Four Creative Philosophies
  Rosser Reeves-The Hard Sell
  Leo Burnett-"Inherent Drama'
  David Ogilvy-Image and Science
  Bill Bernbach-The "New" Advertising
  Part IV Contemporary American Advertising
  Chapter 7 1960-1975 The Creative Revolution
  The Times They Are A-Changin'
  Power to the People
  A Nation Divided
  The Creative Revolution
  Tune In, Turn On, Drop Out
  The Underground Goes Mainstream
  Inspiration, Intuition, and Creativity
  The "New" Advertising
  Creative Boutiques
  The Loss of Creative Momentum
  Reform Sweeps Madison Avenue
  Minority Groups Demand a Piece of the Pie
  You've Come a Long Way, Baby!
  More Issues Explode Advertising's Dream World
  Chapter 8 1975-l990 From Positioning
  to image Building
  The Late 1970s: Advertising isn't Fun Anymore
  Positioning: The New Game on Madison Avenue
  The Soft Drink Shootout
  The 1980s: Let's Make a Deal
  The Ultraconsumer
  And Now, a Word from Our Sponsor
  Putting a Human Face on Technology
  Global Brands and Global Advertising
  Global Challenges
  The Next Creatlve Revolution
  Image Building
  Sex and Symbolism
  Chapter 9 1990s and Beyond The Media Revolution
  Today's Consumers
  The Money Is in the Middle
  Women Wield Their New Power
  "X" Marks the New Target
  People Don't Die at 49
  Signs of the Times
  The Mlnorlty Marketplace
  The Media Revolution
  The Total Comrnunications Package
  The Printed Page
  The "Noncornmercial" Commercial
  Advertismg On-Line
  Advertising for Today and Tomorrow
  Talking Smart
  Zipping, Zapping, and Channel Surfing
  Recycling Old Campaigns
  Epilogue
  Notes
  Acknowledgments
  Index
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