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Author
Description
Draws on serious research on the use of humor from the fields of Advertising and Marketing, as well as Psychology, Mass Media, and Communications Studies. This book is intended for scholars and researchers in the field, as well as for advertising agency account planners and creative directors.
Author
Description
"Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work." "Effective Advertising...
Author
Description
Does advertising have the power to alter minds and behavior? Or is it merely a simplistic and often vulgar form of enticement? Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising as a business practice and as a creator of symbolic environments. Advertising - its images and messages - has permeated our popular culture for over forty years. Reflecting current theories, this thoughtful critique...
Description
In an engaging, accessible, and graphically appealing style, the authors explore what happens to humans when their brains are constantly assaulted by advertising and corporate messages. The result is an entertaining and eye-opening account of the many ways consumer culture continues to pervade and transform American life.
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