Classic Analysis of Print Advertising

Author: Zhang Jiaping, Editor-in-Chief
Publisher:
Publish Date: 2004-05-01
Features: The charm of advertising lies in lines, symbols, colors, brightness, text, as well as techniques such as humor, subtlety, absurdity, exaggeration, metaphor, personification, and so on. Of course, it also includes culture highlighted by emotions and customs. As the connotation of advertising becomes increasingly rich and as advertising has become a discipline, interpreting advertising becomes particularly important—since there are introductions to Tang poetry and Song poetry, there should naturally be introductions to classic advertising. This is a simple deduction, yet it is also an inevitable trend in the development of advertising. The book selects classic print advertisements. "Advertising → Classic Advertising" indicates the evolution of advertising, while "Print Classic Advertising" signifies the refinement of research. The nearly 200 print advertisements selected from thousands are mostly award-winning works, with unique creativity and high recognition among the public. Attention was paid to the representativeness of the works during selection, and efforts were made to interpret their visual connotations. The book includes many international advertisements, with the original text retained and translations provided in parentheses for reference. This book is the crystallization of collective research. Every advertisement and every introduction has undergone careful consideration and discussion.