Modern Advertising

Author: Liu Linqing
Publisher:
Publish Date: 2002-05-01
Features: Since the 1980s, the advertising theories we have adopted can be broadly categorized into Western and Eastern models. Developed market economies in Western countries have led to fully segmented and mature consumer markets, which form the foundation for the development of Western advertising studies. This also sets objective requirements for advertising practices: on the basis of artistry, use concise techniques to showcase the unique beauty of products, catering to the ever-changing and diverse preferences of consumers. On the other hand, the Western advertising model, which emphasizes free expression, tends to highlight the individuality of products (or brands). These characteristics of the Western model do not align well with China's cultural habits, posing certain challenges for our learning. This book is a fully adapted advertising textbook that meets current needs. It also has its own distinctive writing style. In line with textbook requirements, it focuses on systematicity, organization, clear chapter divisions, and lucid narration. It includes both theoretical summaries and case analyses. The author has extensively researched and compiled various viewpoints in advertising studies, along with numerous examples, charts, and data, making the content quite rich. Advertising is both a science and an art. Although we cannot fully explain advertising theories from an artistic perspective, we can at least strive to enhance our appreciation of advertising as an art. Therefore, it is not only suitable for college advertising teaching but also serves as a reference book for advertising professionals.