美国广告文化

内容概要

作者简介

尤利安・斯沃卡，美国著名的广告学专家和广告业资

深人士。

书籍目录

Contents

Introduction xiii

Part 1 Historical Overview

Chapter 1 1492-1880 The Beginnings

Advertising In the Old World

The Impact of the Printing Press

From News-Letters to Newspapers

SellingtheNewWorld

From Colony to Nation

Colonial Advertising

The Effect of Paper Shortages

The Impact ofthe Industrial Revolution

Mass Production Spurs Economic Growth

The Civil War Fuels a Consumer Economy

Urbanization Changes the Face of Retailing

General Merchandisers Pass on Economies of Scale

The Communicatlons Revolution

Go West, Young Man

The Modern Magazine Debuts

The Advertising Agent: A New Occupation

Puffery and Patent Medidnes

Part 11 Early American Advertising

Chapter 2 1880-1900 Selling the Goods

A New Role for Advertising

The Packaging Revolution

Brand-Name Advantages

The New Culture of Consumption

The Selling Style: Hard or Soft?

Honesty Takes Its Turn

Slogans and Jingles Catch On

Trademarks Come to Life

Pictures Show the Way

The First National Advertisers

A Trio of Household Staples

Try It! You'll Like It!

Selling Entirely New Products

Magazines and Agencies

Magazines Emerge as Advertising Vehicles

Agencies Widen Their Services

A New Wave of Design

Chapter 3 1900-World War 1 The Rise

of a Consumer Economy

The Emergmg Consumer Economy

Big Business Gets Bigger

Immigrants Flock to America

Packaging Revolutionizes Mass Retailing

Chains Link Store After Store

Advertising Identifies Its Primary Audience

Turn-of-the-Century Advertising

The Golden Age of Trademark Advertising

The Art of Advertising

Salesmanship in Print

Print Ads Shift Gears

The Feminine Point of View Finds a Voice

image Builds the Emotional Appeal

The Expansion ofAgency Services

Advertising and Progress

America Cleans Up Its Act

Advertising Revolutionizes the Breakfast Menu

Getting "Wired" Catches On

America Hits the Road

Advertising and World War l

Part lll Modern American Advertising

Chapter 4 l920-l929 The Roaring Twenties

The Prosperous New Era

The Business of America Is Business

Retailing Hits Its Stride

Enjoy Now, Pay Later

Advertising's Role in Shaping Lifestyles

Targeting Women

Discovering Odors

Creating Shrines of Cleanliness

Selling the Cigarette Habit

Selling Color, Style, and Time

Fashion Takes a Bow

The American Home Goes Modern

Automobile Advertising Shifts Gears

Advertising Hits the Road

TheVoiceofRadio

The Look of Modern Advertising

Chapter 5 l930-l945 The Depression

and World War ll

Brother, Can You Spare a Dime?

The Effects of the Depression

A New Deal for the Forgotten Man

A "Hard Sell" for Hard Times

Advertising Again Goes for the Hard Sell

Depression-Era Advertising Adopts a New Look

The Best and Worst Collide

Consumers Organize

The MaturingVoice of Radio

Another New Wave of Design

Television Enters the Picture

TheWarYears

Chapter 6 1945-1960 The Postwar Boom

The Fabulous Fifties

Realizing the American Dream

Keeping Up with the Joneses

Dressing Up the Automobile

The Atomic Age

Don't Rock the Boat

The Generation Gap Opens Up

Civil Rights Become an Issue

New Ways of Selling

Competing in a Crowded Market

Tapping into Consumers' Hidden Desires

Bringing Television to the Masses

Four Creative Philosophies

Rosser Reeves-The Hard Sell

Leo Burnett-"Inherent Drama'

David Ogilvy-Image and Science

Bill Bernbach-The "New" Advertising

Part IV Contemporary American Advertising

Chapter 7 1960-1975 The Creative Revolution

The Times They Are A-Changin'

Power to the People

A Nation Divided

The Creative Revolution

Tune In, Turn On, Drop Out

The Underground Goes Mainstream

Inspiration, Intuition, and Creativity

The "New" Advertising

Creative Boutiques

The Loss of Creative Momentum

Reform Sweeps Madison Avenue

Minority Groups Demand a Piece of the Pie

You've Come a Long Way, Baby!

More Issues Explode Advertising's Dream World

Chapter 8 1975-l990 From Positioning

to image Building

The Late 1970s: Advertising isn't Fun Anymore

Positioning: The New Game on Madison Avenue

The Soft Drink Shootout

The 1980s: Let's Make a Deal

The Ultraconsumer

And Now, a Word from Our Sponsor

Putting a Human Face on Technology

Global Brands and Global Advertising

Global Challenges

The Next Creatlve Revolution

Image Building

Sex and Symbolism

Chapter 9 1990s and Beyond The Media Revolution

Today's Consumers

The Money Is in the Middle

Women Wield Their New Power

"X" Marks the New Target

People Don't Die at 49

Signs of the Times

The Mlnorlty Marketplace

The Media Revolution

The Total Comrnunications Package

The Printed Page

The "Noncornmercial" Commercial

Advertismg On-Line

Advertising for Today and Tomorrow

Talking Smart

Zipping, Zapping, and Channel Surfing

Recycling Old Campaigns

Epilogue

Notes

Acknowledgments

Index

作者简介

内容提要

本书系统讲述了美国广告业和广告理论与方法的发展

历程和演进轨迹，作者引用大量史实和案例，科学归纳了

美国广告文化的发展阶段和发展规律，并对未来发展趋势

进行了合理的展望。

本书内容丰富，体系完整，适合于营销、企业管理专

业学生和相关专业人员选作教材和参考读物。

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