History of Chinese and Foreign Advertising for Self-Study

Author: Chen Pei'ai
Publisher:
Publish Date: 2002-08-01
Features: This book was first published in 1997 as a foundational theoretical work that systematically studies the history of China's advertising industry and summarizes the development of advertising in foreign countries since the reform and opening-up. It has been highly praised by all sectors and has become the preferred textbook and reference material for foundational theoretical education and research in advertising history. For this revised edition, it not only retains the excellent aspects that have been widely recognized by users but also incorporates the author's recent research achievements in advertising history theory. The book is divided into two parts: Chinese and foreign advertising history. The Chinese advertising history section covers from the primitive society to the end of the 20th century, describing the emergence and development of advertising in China according to historical progress and deeply analyzing its patterns. It also includes dedicated chapters on the historical development of advertising in Hong Kong, Macau, and Taiwan, as well as on public service advertising. The foreign advertising history section, in addition to recording the development of ancient and modern advertising, focuses on introducing the development of modern advertising in countries and regions such as the United States, Japan, the United Kingdom, France, Russia, and others, and provides an outlook on the development trends of advertising worldwide.