How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things; but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher; an expert with extensive knowledge of advertising from the inside; aims to answer these questions; and indoing so; dispels some of the myths and misunderstandings surrounding the industry.The book contains a short history of advertising and an explanation of how the industry works; and how each of the parties (the advertisers ; the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful; or whether the money they have spent has in fact been wasted.Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry.ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts; analysis; perspective; new ideas; and enthusiasm to make interesting and challenging topics highly readable.
#615948 in eBooks 2011-07-29 2011-07-29File Name: B005F4DHT2
Review
0 of 0 people found the following review helpful. Four StarsBy Customerinteresting. if needlessly wordy book. It will spoil films for you.1 of 1 people found the following review helpful. Great Book for Understanding the Rhetoric of Pop CultureBy Matthew D. BartonIve been using this book as a text in a course on the Rhetoric of Popular Culture. which Ive themed around The Walking Dead series. What I like about Bishops book is that it provides a critical history of the zombie in pop culture in a provocative. yet approachable style for students. The takeaways from this book are enormous--students come to see pop culture in a whole new light. and Bishops writing exemplifies how these topics can be analyzed and written about cogently and clearly. Thus. the book serves not just as a useful text for understanding the subject. but also as a model for students struggling to learn good academic writing. I highly recommend it.7 of 8 people found the following review helpful. Brains...By Shannon PeaseAmerican Zombie Gothic: The Rise and Fall (and Rise) of the Walking Dead in Popular Culture... by Kyle William BishopThis review was written for LibraryThing Early Reviewers.As a fan of the horror sub-genre of zombies I found this book both interesting and enlightening. First of all. Mr. Bishops sources are well documented and from what I found. reliable. As a zombie fan they were also helpful. I was able to add other books and movies that I havent read or watched or some I would like to revisit.Not many people that I know will watch a zombie movie and wonder why the fictional creature was invented or the deeper meaning behind zombies. Mr. Bishop takes the reader on a historical voyage of the zombies chronological existence beginning in the folklore of Haiti to modern day apocolyptic fears.This book goes deeper into zombies and their meaning to us than I expected. I found myself saying "oh okay a lot and agreeing with his points. I recommend this book to anyone who likes zombie stories or even to someone with a zombie fear (looking at it from Mr. Bishops point of view might just make you a fan.) review by shayrp
