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美国广告文化txt，chm，pdf，epub，mobi下载作者: 斯沃卡(美) 出版社: 东北财经大学出版社 出版年: 1998-03 页数: 448 定价: 46.00元 装帧: 平装 ISBN: 9787810443562 内容简介 · · · · · ·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。 作者简介 · · · · · ·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。 目录 · · · · · ·ContentsIntroduction xiii Part 1 Historical Overview Chapter 1 1492-1880 The Beginnings Advertising In the Old World The Impact of the Printing Press · · · · · · () 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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作者： ronychu
一口气看完，真正是好书。
感觉真是不错。
等看完再追评~
本书需要耐心的仔细品看，因为有些内容还是满学术的。