西方廣告經典原著選讀（簡體書）
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商品簡介
左晶編著的《西方廣告經典原著選讀》從大量的廣告學經典原著中，選了其中學界推崇的名著，取其中的重要章節，加上簡單的導讀．推薦給對閱讀廣告學原著感興趣的讀者。為有中級英文閱讀能力的學生、學者和業界人士提供一條閱讀接近大師們原作的途徑。《西方廣告經典原著選讀》所選的7部作品包括大衛·奧格威的《一個廣告人的自白》(Con— fessions 0f an Advertising Man)，詹姆斯-韋伯 ·揚《產生創意的廣告技巧》(A Technique for Producing Id。as)．丹尼斯．希金斯《廣告寫作的藝術》(The Art of Writing Advertising)，羅瑟’瑞夫斯《實效的廣告》 (Reality in Advertising)，艾·里斯和杰克-特勞特《定位》 (Positioning：The Battle for Your Mind)，哈羅德·拉斯維爾《社會傳播的結構與功能》(The Structure and Function of Communication in Societv)，唐．舒爾茨、斯坦利·田納本、羅伯特· 勞特朋《整合營銷傳播》(Integrated Marketing Com— munications)。
作者簡介
名人/編輯推薦
目次
詹姆斯·韋伯·揚《產生創意的廣告技巧》導讀
丹尼斯·希金斯《廣告寫作的藝術》導讀
羅瑟·瑞夫斯《實效的廣告》導讀
艾·里斯和杰克·特勞特《定位》導讀
哈羅德·拉斯維爾《社會傳播的結構與功能》導讀
唐·舒爾茨、斯坦利·田納本、羅伯特·勞特朋《整合營銷傳播》導讀
參考文獻
書摘/試閱
A. Well, I think they come from all sorts of places and are made up of alltypes, but I think among the best ones theres a flair for expression, of putting knownand believable things into new relationships. We try to be-which I think typifies theChicago school of advertising, if there is one, and I think there is one-we try to bemore straightforward without being flatfooted. We try to be warm without being mawk-ish.
I believe that today visibility, sheer visibility, is more important than its been,speaking of printed advertising-and that applies to television, of course, too. Sheervisibility is important with todays rising advertising costs; if you dont get noticed,you dont have anything. You just have to be noticed, but the art is in getting noticednaturally without screaming or without tricks.
Q. Putting eyepatches on fire hydrants.
A. Obvious tricks, yes. Of course we, over and over again, stress this so-called inherent drama of things because theres usually something there, almost al-ways something there, if you can find the thing about that product that keeps it in themarketplace. There must be something about it that made the manufacturer make it inthe first place. Something about it that makes people continue to buy it ...capturingthat, and then taking that thing-whatever it is-and making the thing itself arrestingrather than through relying on tricks to do it. I mean whether its a big cake or...
Q. Or an automobile?
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