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Advertising Theories

  • By: Olaf H. Werder
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

Since the early 1900s, scholars have attempted to discern whether advertising has its own distinctive theories because it seemed that any serious profession should draw from a systematic analysis of its trade rather than from chance or instinct. With U.S. advertising expenditures ...

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