Principles of Advertising

Author: Chen Pei'ai
Publisher:
Publish Date: 2003-10-01
Features: Research on advertising theory generally has two perspectives: communication studies and marketing. Communication studies focus on analyzing and researching the five aspects of the communication process (the five Ws): the communicator, the message, the receiver, the medium, and the effect. Marketing, on the other hand, emphasizes the relationship between advertising and marketing strategies. This textbook, based on the principles of communication studies, examines advertising as a means of information dissemination, arguing that advertising not only plays a significant role in the economic sphere but also serves important functions in political life, social coordination, cultural entertainment, and information dissemination. Although the textbook's framework explores advertising activities from the perspective of information dissemination, its emphasis remains on the economic aspect, as marketing is the most active stage for advertising activities. This book is suitable for universities and colleges as a foundational textbook for advertising studies and can also serve as a reference for practitioners.
Research on advertising theory generally has two perspectives: communication studies and marketing. Communication studies focus on analyzing and researching the five aspects of the communication process (the five Ws): the communicator, the message, the receiver, the medium, and the effect. Marketing, on the other hand, emphasizes the relationship between advertising and marketing strategies. This textbook, based on the principles of communication studies, examines advertising as a means of information dissemination, arguing that advertising not only plays a significant role in the economic sphere but also serves important functions in political life, social coordination, cultural entertainment, and information dissemination. Although the textbook's framework explores advertising activities from the perspective of information dissemination, its emphasis remains on the economic aspect, as marketing is the most active stage for advertising activities.
This textbook was revised and supplemented based on the author's previous work, "Principles and Methods of Advertising." It largely retains the original book's structure and main viewpoints while further exploring new insights. The textbook consists of ten chapters, with the five Ws of advertising communication as its central theme, enabling a comprehensive and scientific understanding of advertising principles and patterns. It holds significant reference value for both the academic and practical communities. This book is suitable for universities and colleges as a foundational textbook for advertising studies and can also serve as a reference for practitioners.