The SAGE Handbook of Advertising

The SAGE Handbook of Advertising

4.11 - 1251 ratings - Source

'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude a€“ with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, MaC Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.Narrowly construed, metaphor is the representation of one thing in terms of another, e.g., the use of a butterfly in a ... issue.1 Many metaphors are described as a€œdeada€ since they have become so much a part of everyday conversation. But dead metaphors are very powerful in their afterlife since their effects are more subtle (Lackoff and Johnson, 1999; Kovecses, 2002). ... a particular Ford vehicle is understood very differently when it is represented by a wild horse in its name ( Mustang)anbsp;...

Title:The SAGE Handbook of Advertising
Author:Gerard J Tellis, Tim Ambler
Publisher:SAGE - 2007-10-24


You Must CONTINUE and create a free account to access unlimited downloads & streaming