Essentials of Advertising is designed to help students navigate their way through the field of advertising. As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it. Essentials of Advertising will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves.
Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills, and to critically evaluate and exploit the existing research into advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and develop their careers according to their own interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.
Dr Robert Cluley is assistant professor at Nottingham University Business School. He has contributed to a range of texts on branding and advertising, along with a plethora of research publications and edited collections. He teaches in the fields of branding, advertising and marketing communications.
Chapter - 01: The Essentials of Advertising - What Are Adverts and Why Study Them?;
Chapter - 02: Big Questions - Advertising, Communication, Rhetoric and Persuasion;
Chapter - 03: Art or Science - What do Legendary Advertisers Think about Advertising?;
Chapter - 04: Ad Work - Management and Organizational Perspectives on Advertising;
Chapter - 05: Information and Value - The Economics of Advertising;
Chapter - 06: The Hierarchy of Effects - The Psychology of Advertising;
Chapter - 07: The Society of the Spectacle - The Sociology of Advertising;
Chapter - 08: The Magic System - Cultural Studies of Advertising;
Chapter - 09: The Medium is the Message - Media Studies and Advertising;
Chapter - 10: The Distorted Mirror - Advertising and Ethics;
Chapter - 11: Next Steps - The New Essentials of Advertising