Modern Advertising (Capital University of Economics and Business)

Author: Han Guangjun
Publisher:
Publish Date: 1996-08-18
Features: Since the 1980s, the advertising theories we have adopted can be broadly categorized into the Western model and the Hong Kong/Taiwan model. Developed market economies in Western countries have led to fully differentiated and mature consumer markets, which serve as the foundation for the development of Western advertising studies. This also sets objective requirements for advertising actions: to showcase the unique beauty of products in a concise manner, grounded in artistry, in order to cater to the ever-changing and diverse preferences of consumers. On the other hand, the Western advertising model, which emphasizes free expression, tends to highlight the individuality of products (or brands). These characteristics of the Western model do not align well with our cultural habits, posing certain challenges for our learning. This book is an advertising textbook that fully meets current needs. It also has its own distinctive writing style. In line with textbook requirements, it pays close attention to systematicity, organization, clear chapter divisions, and lucid narration. It combines theoretical summaries with case analyses. The author has extensively researched and compiled various viewpoints and a large number of examples, charts, and other materials, making the content quite rich. Advertising is both a science and an art. Although we cannot fully explain advertising theories from an artistic perspective, we can at least strive to enhance our appreciation of advertising as an art. Therefore, it is not only suitable for college advertising teaching but can also serve as a reference book for advertising professionals.