- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
Covers a number of topics including stereotyping, controversial products, consumer culture, and new technology.
Full Description
"This is an important book for those contemplating entering the advertising field as professionals. The book exposes readers to the issues that most professionals will likely confront in this highly volatile, often controversial, industry. Most importantly Bartel Sheehan provides logical, concise arguments exposing multiple perspectives that will help those new to the advertising industry better understand both sides of a number of complex issues." - Chris Cakebread, Boston University."Controversies in Contemporary Advertising" is a new text presenting a range of perspectives on advertising. It examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
Contents
Chapter 1 Advertising And Its Supporters And Critics What Is Advertising? Who Is Involved In The Advertising Process Advertising's Roles In Society The Role Of Critics In Society How To Evaluate Criticisms Of Advertising Responding To Criticisms Of Advertising Chapter 2 Are Goods Bad? Living In A Consumer Culture The Consumer Culture Advertising: Informational And Transformational Active And Passive Consumers Chapter 3 The Chinese Wall: Advertising And Mass Media Functions Of The Mass Media The Chinese Wall Mass Media's Influence On Advertising Chapter 4 Checks And Balances: Government And Self Regulation Of Advertising Advertising Regulation In Context Advertising And The First Amendment Advertising And The Federal Trade Commission Advertising And Self Regulation The Advertising Agency And Legislation Chapter 5 Beyond Subliminal: The Pervasiveness Of Persuasion Persuasive Content And Subliminal Messages Product Placement Intended Effects Of Product Placement Unintended Effects Chapter 6 Advertising Choices: Influences Of Stereotypes And Taste Stereotypes In Advertising How Stereotypes Work Sensitivity, Taste And Advertising Choices In Advertising Chapter 7 Cats And Dogs On Venus And Mars: Gender And Advertising Gender And Information Processing Gender And Stereotypes Intended Effects Unintended Effects Advertising's Responsibilities To Men And Women Chapter 8 The Melting Pot? Advertising Portrayals Of Asians, African Americans And Hispanics Minorities In The United States Marketing And Advertising To Minorities Portrayals Of Ethnic Groups Intended Effects Unintended Effects Advertising, Minorities And The Future Chapter 9 Older And Better? Elders And Advertising The Third Age In American Culture The Youth Bias In American Advertising Elders In Advertising Intended Effects Unintended Effects The Future And The Coming Demographic Shift Considerations In Advertising To Elders Chapter 10 Getting Older Younger: Kids And Advertising Kids As Consumers Kids And Brands Children, Advertising And The Learning Process Regulation Of Children's Advertising Criticisms Of Advertising Directed To Kids Intended Effects Unintended Effects How To Approach Advertising To Kids Chapter 11 The Vice Squad: Selling Controversial Products The Nature Of Controversial Products To Ban Or Not To Ban Advertising? Approaches To Controversial Advertising Chapter 12 Two Of A Kind? Tobacco And Alcohol Advertising Regulation Of Tobacco And Alcohol Advertising Criticisms Of Tobacco And Alcohol Advertising Industry Responses Chapter 13: Doctors' Orders: Advertising Prescription Drugs History Of DTC Advertising The Current FDA Guidelines For DTC Brand Advertising Intended Effects Unintended Effects Doing DTC Advertising The Future Chapter 14 We The People: Political Advertising Definitions Of Political Advertising Role Of Political Advertising The Process Of Political Advertising Intended Effects Unintended Effects The Future (Is Now) Doing Political Advertising Chapter 15 Really Good Goods? Socially Responsible Advertising Corporate Images And Values Socially Responsible Advertising Today's Increase In Socially Responsible Messages Intended Effects Unintended Effects Creating Socially Responsible Advertising The Future Chapter 16 The Bleeding Edge: Online Advertising The Growth Of The Internet The Internet In 2002 Comparing Online And Traditional Advertising Types Of Online Advertising Regulation Of The Internet Intended Effects Unintended Effects The Future Chapter 17 Advertising: Agencies, Values And The Common's Dilemma Putting Into Practice Agencies And Advertising
