Practical Guide to Advertising (Second Edition)

Author: Zhang Haoda
Publisher:
Publish Date: 2005-04-01
Features: Advertising has brought many conveniences to our lives, but it has also brought many frustrations. Regardless, now there are more people who enjoy advertising, those who consider themselves "advertising professionals," those who want to learn how to do advertising, and more advertising majors being established in universities. Naturally, books about advertising have also become more numerous. May you not be intimidated by those advertising theory books filled with technical terms and difficult-to-understand language. Without a doubt, in our still-young advertising industry, it is crucial to introduce advertising theory. There is one thing that is self-evident: with the great abundance of goods, people's demands for advertising have expanded beyond merely conveying product information to include meeting the growing spiritual needs of individuals.
"Simple and Practical Advertising Tutorial" is a book that introduces the basics of advertising in an accessible way. It is also a manual that ultimately helps you gain new concepts and certain operational skills, and even a textbook that allows for self-study, connecting theory with practice. This book discusses each stage of advertising operations in separate chapters, helping readers understand the development of advertising and establish systematic thinking in the field of advertising. Moreover, it includes a dedicated chapter analyzing the hidden rules of advertising—advertising culture—by combining popular phenomena, dissecting the human psychology behind advertising from an era-specific perspective. The book incorporates numerous innovative advertising examples and relevant knowledge links, using visual elements to explain advertising concepts and adapting to the spread of mass culture in the age of visual consumption.
This book does not limit itself to analyzing advertising phenomena but emphasizes studying and interpreting cases from the intersection of multiple disciplines. It allows readers to appreciate the creative ideas behind advertising while also experiencing the author's philosophical insights. The book features projection boxes containing key knowledge points, while the rounded corner boxes include related knowledge links.