- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 11: Print Advertising— and how an American Creative Man Learned to Operate in an International Environment
Print Advertising— and how an American Creative Man Learned to Operate in an International Environment
There are those of us who started before television took over and played out our careers with hardly a nod to the tube. We are the “print specialists.” And proud of it, let me say, sourly grapeful for the vicissitudes of assignment that come when you work for the world's largest, most far-flung agency and have a Swedish-born wife. J. Walter Thompson's executive vice president international told me, “When we send a man abroad, the most important thing isn't that the man is happy, it's that his wife be happy.”[Page 170]
Denmark, Norway, and Sweden didn't have ...