Theoretical Research on Advertising Communication in the 20th Century

Author: Zhen Xinhai
Publisher:
Publish Date: 2002-11-01
Features: The research object and scope of this book are the advertising communication theories of the 20th century. The book selects advertising communication theories of the 20th century, aiming to provide a clear review and thorough grasp of the historical development of 20th-century advertising communication theories through our review and research. The middle part of the book is a critique of 20th-century advertising communication theories, including analysis of connotation and methodology, examination of representative theories, and evaluation of theoretical orientation and theoretical systems. The lower part of the book looks ahead to the future development of advertising communication theories.