• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Advertising (Codes)
Advertising (codes)

Most countries around the world have either statutory legislation or industry bodies, and often both, to regulate the conduct and content of advertising. These bodies draw up codes of practice on everything from the kinds of products that may be advertised in various outlets, to the promises made in those adverts (most commonly, that there are no misleading or false claims made about a product or service), to the kinds of language and images that are deemed acceptable. In the UK, the regulatory body is an independent organisation established from within the industry, known as the Advertising Standards Authority (ASA). The advertising industry is expected to take responsibility for, and to adhere to, the codes of conduct which govern all kinds of advertising ...

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