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Books from the Warner University Library

 

Advertising Books

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Ad Women: how they impact what we need, want, and buy - Juliann Sivulka
Call Number: HF 5813 .U6 S54 2009
ISBN: 9781591026723
Publication Date: 2008-11-25
Most of the workers in advertising, the media, retail, and fashion are women. Holding key marketing and advertising positions, women shape the basic promotional appeal of almost every consumer product in America. How did the advertising business go from a handful of women in a man’s world to women working in virtually every mass consumer goods industry in America in the space of the twentieth century? Ad Women tells the story of how women have risen to the top of the advertising profession. Anyone who has followed the rise of Mad Men's Peggy Olson from secretary to copywriter will be interested in the story of her real-life counterparts. Juliann Sivulka, a former marketing communications manager and now an advertising educator, describes how, at the beginning of the twentieth century, the recognition of women as primary consumers resulted in the hiring of more women to promote products aimed at the women’s market. At that time manufacturers began to emphasize color, fashion, and style, while advertising embraced a new language of persuasion aimed at women consumers. Soon agencies were recruiting an ensemble of businesswomen—copywriters, product designers, merchandisers, fashion and beauty experts, home economists, editors, and publicists. Through close collaboration with manufacturers, mass media, and retailers, they participated in developing strategies to convince women to buy goods and wove their selling messages into women’s reading, shopping, housework, and leisure activities. Sivulka follows three key periods in the history of American advertising, which represent eras of major social change for women (1880-1920, the 1920s, and the 1970s). She discusses the effect on advertising of such controversial issues as the women’s movement, minorities, and consumer activism, and devotes an entire chapter to the contributions to advertising of African American, Hispanic, and Asian American women in the twentieth century. Copiously illustrated with portraits of early ad women and examples of their work, this thoroughly researched and engagingly written survey of women in advertising will fascinate marketing students, women’s studies scholars, and everyday consumers.

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Ads, Fads and Consumer Culture advertising's impact on American character and society - Arthur Asa Berger
Call Number: HF 5823 .B438 2000
ISBN: 0742500314
Publication Date: 2000-08-23
Ads, Fads, and Consumer Culture is an engaging cultural studies critique of advertising and its impacts on American society. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. He explores how advertising works and how society does or doesnAIt respond to it, and he gives two detailed interpretations of ads to offer readers step-by-step frameworks for decoding print ads and television commercials.

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Born to Buy: the commercialized child and the new consumer culture - Juliet B. Schor
Call Number: HF 5415.33 .U6 S355 2004
ISBN: 068487055X
Publication Date: 2004-08-24
"Juliet Schor examines how a marketing effort of vast size, scope, and effectiveness has created "commercialized children."" "Schor, author of The Overworked American and The Overspent American, looks at the broad implications of this strategy. Sophisticated advertising strategies convince kids that products are necessary to their social survival. Ads affect not just what they want to buy, but who they think they are and how they feel about themselves. Based on long-term analysis, Schor reverses the conventional notion of causality: it's not just that problem kids become overly involved in the values of consumerism; it's that kids who are overly involved in the values of consumerism become problem kids. In this revelatory and crucial book, Schor also provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

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Ethics and Manipulation in Advertising: answering a flawed indictment - Michael J. Phillips
Call Number: HF 5822 .P49 1997
ISBN: 156720063X
Publication Date: 1997-06-30
For more than 50 years the critics of advertising have argued that advertising is bad because it manipulates, and that it must be reined in by political controls. Not so, argues Michael Phillips. If advertising really were as successful in manipulating consumers as its critics claim, it almost certainly would be unethical and probably should be controlled--but it's not that effective. A growing body of empirical evidence now affirms that the enemies of advertising vastly overrate its power. Thus, the ethical case against manipulative advertising collapses, and with it goes much--if not all--of a statist political agenda that in Phillips's opinion is the real inspiration for the indictment. A closely reasoned, highly informative, provocative search for an understanding of advertising's efficacy and its morality, intended for professionals, academics, and informed readers alike. The argument that political controls are needed because advertising manipulates consumers is, for Phillips, a critique with a tacit assumption: that such manipulation is bad. Phillips considers that assumption from the perspective of a business ethicist, applying four ethical frameworks: utilitarianism, Kantian ethics, autonomy, and virtue ethics. If it works as the critics say, manipulative advertising probably is unethical under most or all of these criteria. But does it really manipulate? Does it stimulate the propensity to consume and dictate the brand and product choices consumers make? Basing his conclusion on considerable empirical research, Phillips argues that advertising is not an especially strong force in these respects. For that reason, most of the ethical arguments against it break down. This means, he says, that if capitalism's critics want to tout some new and better social order, they cannot use advertising's manipulativeness as an aid in doing so. On the other hand, nothing in the book necessarily blocks piecemeal attempts to regulate manipulative ads that do work and do cause some harm.

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The Advertised Mindgroundbreaking insights into how our brains respond to advertising - Erik Du Plessis
Call Number: HF 5822 .D8 2005
ISBN: 0749443669
Publication Date: 2005-05-28
* Draws on the very latest research into the workings of the human brain

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The Blockbuster Toy!: how to invent the next big thing - Gene Del Vecchio
Call Number: HD 9993 .T692 D45 2003
ISBN: 1589801229
Publication Date: 2003-09-30
By conducting an in-depth review of the great toys from ancient times to the present, youth- marketing expert Gene Del Vecchio reveals the six core qualities that help toys achieve blockbuster status: the toy's unique satisfaction of childreni s emotional needsthe toy's acceptance among parents and unique fulfillment of their needsthe toy's perfect alignment with significant historical events or social trendsthe toy's ability to reinvent itselfthe toy's employment of inspiring, playful marketing and, sometimes, the toyi s serendipitous rendezvous with powerful, random events The Blockbuster Toy How to Invent the Next BIG Thing also sheds light on the definition of what it means to be a toy in todayi s world. From traditional toys, to foods, to multi-player on-line games, to the importance of story and Hollywood studio alliances, Del Vecchio casts a broad net and explains, in ways that marketers can learn from and interested readers will find amazingly insightful, how playthings become pop culture. Readers will learn here the essence of a blockbuster toy and the various recent approaches used by Crayola, Disney, and other companies in choosing theirproducts. Six chapters discuss blockbuster marketing strategies, all designed tohelp toy-industry professionals ignite te smiles that can make their careers.

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Twenty Ads That Shook the World the century's most groundbreaking advertising and how it changed us all - James B. Twitchell
Call Number: HF 5811 .T9 2000
ISBN: 0609605631
Publication Date: 2000-04-25
James Twitchell takes an in-depth look at the ads and ad campaigns-and their creators-that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum's creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike's "Just Do It, " Clairol's "Does She or Doesn't She?, " Leo Burnett's invention of the Marlboro Man, Revlon's Charlie Girl, Coke's re-creation of Santa Claus, Absolut and the art world-these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.

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Web Advertising and Marketing - Thomas J. Kuegler
Call Number: HF 6146 .I58 T47 2000
ISBN: 0761528539
Publication Date: 2000-07-01
Web Advertising and Marketing presents the important information you need to get your business online. For a one-person operation or a multinational corporation, this book covers everything you need to implement proven marketing strategies on the Web and make your company's presence a hot spot people will visit again and again.

 

More Advertising Books

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Advertising Cultures - Timothy deWaal Malefyt (Editor); Brian Moeran (Editor); Timothy Dewaal; Dewaal Malefyt Timothy
Call Number: HF 5823 .A1685 2003
ISBN: 1859736785
Publication Date: 2003-06-01
Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions – envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves. How do advertisements endeavour to capture ‘real’ life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a ‘Japaneseness’ that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.

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Advertising to Children on TV: content, impact, and regulation - Barrie Gunter; Caroline Oates; Mark Blades
Call Number: HQ 784 .T4 G858 2004
ISBN: 0805844880
Publication Date: 2004-08-16
The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In

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Advertising Worldwide: advertising conditions in selected countries - I. Kloss
Call Number: HF 5823 .A454 2001
ISBN: 3540677135
Publication Date: 2000-11-27
This book addresses the following questions: What are the social, cultural or religious particularities of advertising and advertising practices? Are there any taboos? What about legal restrictions? How is the advertising infrastructure? Are there any institutions, federations or boards of advertising? How are media data collected? How can specific target groups be addressed? Are there any specific habits in using media? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.

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Brand Slam - Frank Delano
Call Number: HF 6161 .B4 D448 2001
ISBN: 0867308478
Publication Date: 2001-04-27
A wake-up call for CEOs and product managers alike, Delano debunks overwrought strategic planning and loads your bases for the chance at a brand slam hit out of the marketing ballpark. Case studies and personal experience round out this remarkable call to action.

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Creating Ever-Cool: a marketer's guide to a kid's heart - Gene Del Vecchio
Call Number: HF 5415.32 .D45 1997
ISBN: 1565542568
Publication Date: 1997-09-30
By achieving what the author terms ever-cool status, brands are able to gain young customers for life.

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Creative Strategy in Advertising - Drewniany Jewler
Call Number: HF 5825 .J46 2001
ISBN: 053455783X
Publication Date: 2000-08-01
This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Up-to-the-minute coverage of advertising on the Web is covered in an entirely new Chapter 11, "The Internet: The Ultimate Direct," and the book has been updated throughout to provide fresh and contemporary examples of advertising campaigns for all media. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

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Food Marketing to Children and Youth: threat or opportunity? - Food and Nutrition Board Staff; Institute of Medicine (U.S.) Staff; Food Marketing and the Diets of Children and Youth Committee; J. Michael McGinnis (Editor); Jennifer Gootman (Editor); Vivica I. Kraak (Editor); Board on Children, Youth and Families Staf
Call Number: RJ 206 .I43 2006
ISBN: 9780309097130
Publication Date: 2006-04-11
Creating an environment in which children in the United States grow up healthy should be a high priority for the nation. Yet the prevailing pattern of food and beverage marketing to children in America represents, at best, a missed opportunity, and at worst, a direct threat to the health prospects of the next generation. Children's dietary and related health patterns are shaped by the interplay of many factors--their biologic affinities, their culture and values, their economic status, their physical and social environments, and their commercial media environments--all of which, apart from their genetic predispositions, have undergone significant transformations during the past three decades. Among these environments, none have more rapidly assumed central socializing roles among children and youth than the media. With the growth in the variety and the penetration of the media have come a parallel growth with their use for marketing, including the marketing of food and beverage products. What impact has food and beverage marketing had on the dietary patterns and health status of American children? The answer to this question has the potential to shape a generation and is the focus of "Food Marketing to Children and Youth." This book will be of interest to parents, federal and state government agencies, educators and schools, health care professionals, industry companies, industry trade groups, media, and those involved in community and consumer advocacy.

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International Advertising: realities and myths - John Philip Jones (Editor)
Call Number: HF 5834 .I59 2000
ISBN: 0761912452
Publication Date: 1999-10-22
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

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The Future of Advertising: new media, new clients, new consumers in the post-television age - Joe Cappo
Call Number: HF 5821 .C32 2003
ISBN: 0071403159
Publication Date: 2003-05-27
Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's new Advertising Age series represents an exciting partnership that will--like the magazine itself--provide professionals with vital and usable information that is lively, informative, and indispensable. A celebrated ad veteran talks about where advertising is, where it is going--and how to take advantage of its many changes In The Future of Advertising, international ad industry thought leader Joe Cappo analyzes the factors reshaping today's advertising industry. Advertising and marketing professionals will get thought-provoking and valuable guidance on how to position themselves, their work, and their clients to meet consumer needs in the coming years. In addition to Cappo's input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. All readers will learn how to skillfully navigate fast-changing factors including: Changes in the long-entrenched commission system Consolidation of major agencies Internet and E-tailing initiatives

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Your Attention Please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy audiences - Alison Davis; Paul B. Brown
Call Number: HF 5822 .B82 2006
ISBN: 9781593376871
Publication Date: 2006-08-28
'Your Attention Please' is the strategy guide for writing to the reluctant reader. It shows beleaguered communicators who the new audience is, how to reach them and how they must write differently, or risk losing mindshare or marketshare.

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