Summary
Contents
Subject index
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing 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 achieve 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.
Advertising across Cultures
Advertising across Cultures
Advertising is a pervasive and persuasive component of society. Designed by firms wishing to sell goods and services, its manifestations are present in nearly all aspects of daily life as a constant reminder of commerce in society. Through the social roles it portrays, the language used and the values it reflects, it both echoes and fashions the cognitions and attitudes that underlie behaviour, not only in the market place, but in all forms of social expression. In addition to being an ever present business activity, it is an important component of culture. It mirrors the patterns of day-today life and the norms which govern social interaction. It communicates and reinforces the values which govern social behaviour and ...
- Loading...