Applied Advertising: A Concise Guide (2nd Edition)

Author: Zhang Haoda et al
Publisher:
Publish Date: 2005-04-01
Features: A Practical Guide to Advertising is a book that introduces the fundamentals of advertising in an accessible yet comprehensive manner. It serves as a manual that ultimately equips you with new perspectives and practical operational skills, and even functions as a self-study textbook that bridges theory with practice. The book is structured with chapters dedicated to each stage of advertising operations, helping readers trace the development of advertising and establish systematic thinking within the discipline. Moreover, it includes a dedicated chapter analyzing the hidden rules of advertising—advertising culture—by examining popular phenomena from an era-specific perspective, delving into the human psychology behind advertising. The book incorporates numerous innovative advertising examples and relevant knowledge links, using visual elements to explain advertising concepts to readers, aligning with the spread of mass culture in the era of visual consumption.
This book does not limit itself to analyzing advertising phenomena but emphasizes interdisciplinary research and case interpretation from the intersection of multiple fields. Readers can enjoy the creative ideas behind advertising while also appreciating the authors' philosophical insights. The book features projection boxes containing key knowledge points, while rounded corner boxes highlight related knowledge links.