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In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common - and often contradictory - beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication.
Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought.
The¿Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.
In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common - and often contradictory - beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication.
Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought.
The¿Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.
| Erscheinungsjahr: | 2015 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 208 |
| Inhalt: | Gebunden |
| ISBN-13: | 9781784621926 |
| ISBN-10: | 1784621927 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC gerader Rücken mit Schutzumschlag |
| Einband: | Gebunden |
| Autor: | Feldwick, Paul |
| Hersteller: | Troubador Publishing Ltd |
| Maße: | 222 x 145 x 15 mm |
| Von/Mit: | Paul Feldwick |
| Erscheinungsdatum: | 07.01.2015 |
| Gewicht: | 0,414 kg |
| Erscheinungsjahr: | 2015 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 208 |
| Inhalt: | Gebunden |
| ISBN-13: | 9781784621926 |
| ISBN-10: | 1784621927 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC gerader Rücken mit Schutzumschlag |
| Einband: | Gebunden |
| Autor: | Feldwick, Paul |
| Hersteller: | Troubador Publishing Ltd |
| Maße: | 222 x 145 x 15 mm |
| Von/Mit: | Paul Feldwick |
| Erscheinungsdatum: | 07.01.2015 |
| Gewicht: | 0,414 kg |
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