• Summary
  • Contents
  • 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.

The Emperor's New Clothes: A View from Australia on the Creative Process
The emperor's new clothes: A view from Australia on the creative process
JillPowell

Creative minds will change the 21st century, British Prime Minister Tony Blair said recently. Creativity as the core necessity in our brave new world is the message being spread across the corporate landscape, and enthusiastic managers are answering the call. They are abandoning the romantic notion that outstanding creativity is the product of extraordinary individual acts, because now, according to the preachers, the ability is within us all.

All through history this is something we have never entertained. The Greeks believed that the gods breathed ideas into a few gifted individuals, and this wisdom was never questioned—until now. It is the nature of ...

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