Advertising

How it Was in Advertising: 1776-1976 ($6.95, paper, 110 pp.)

Vernon Fryburger, The New World of Advertising ($6.95, paper, 129 pp.)

William A. Robinson, 100 Best Sales Promotions (annual, $19.95, about 140 pp. each)

Herbert S. Gardner Jr. The Advertising Agency Business ($19.95, 211 pp.)

Jack Z. Sissors and E.R. Petray Advertising Media Planning ($12.95, 341 pp.)

Arthur Bellaire Controlling Your TV Commercial Costs ($19.95, 166 pp.)

Julie M. Moss '77 Ayer Public Relations and Publicity Style Book (Ayer Press, 210 West Washington Square, Philadelphia, Pa. 19106—$9.95)     

Advertising

Eight recent titles are described     

Advertising

Richard W. Pollay, ed. Information Sources in Advertising History (Westport, Conn.: Greenwood Press, 1979---$22.50)

James H. Leigh and Claude R. Martin Jr., eds. Current Issues and Research in Advertising 1979 (Division of Research, Graduate School of Business Administration, University of Michigan, Ann Arbor, Mich.---$5.00, paper)

Charles H. Patti's Advertising Management: Cases and Concepts (Columbus, Ohio: Grid, 1978---$14.95)     

Advertising

Advertising Age Yearbook 1981 (Chicago: Crain Books, 1981 —$29.95)

How to Produce an Effective TV Commercial (Chicago: Crain Books, 1981—$25.95)     

明星代言广告与卡通形象广告比较研究

本文主要从明星代言广告与卡通形象广告内涵出发,分析明星代言广告和卡通形象广告的优势和劣势所在,并且指出我国明星广告使用中存在的泛滥现象和使用卡通形象的缺失问题。     

公益广告十五年

所谓公益广告,是指经媒介发布的为公众利益服务的不以营利为目的的广告。它旨在通过传播公益观念,促使人们公益行为的形成,甚至进而促使某些公益事业的发展。非商业性、公益性和非人际直接传播性是公益广告的三个主要特性,正是这三个特性使它有别于商业广告、其他意识形态广告和具有公益性质的口头宣传。所谓公益广告十五年是指公益广告事业史而非公益广告史十五年,换句话说,以《广而告之》问世为开端的中国公益广告事业史的基本事实是本文评述的主要对象。     

Advertising and Media

Stuart Ewen's Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture (New York: McGraw-Hill, 1976---$10.00)

Wilson Bryan Key's Media Sexploitation (Englewood Cliffs, N.J.: Prentice-Hall, 1976---$8.95)

Jib Fowles's Mass Advertising as Social Forecast: A Method for Futures Research (Westport, Conn.: Greenwood Press, 1976---$10.95)

James E. Combs and Michael W. Mansfield (eds.) Drama in Life: The Uses of Communication in Society (New York: Hastings House, 1976---$18.50/10.50)

Walter E. Hurst and Don Rico's How to Be a Music Publisher (Seven Arts Press, 6605 Hollywood Blvd., Hollywood, Calf. 90026---$10.00 paper)     

Advertising/Marketing

TRADE BOOK MARKETING: A PRACTICAL GUIDE edited by Robert A. Carter (New York: Bowker, 1983---$29.95/19.95)

ELEMENT'S OF DIRECT MARKETING by Martin Baier (New York: McGraw-Hill, 1983---price not given)

BROADCAST ADVERTISING: A COMPREHENSIVE WORKING TEXTBOOK by Sherilyn K. Zeigler and Herbert H. Howard (Columbus, Ohio: Grid Publishing, 1984---$34.95/17.95)

PUBLIC RELATIONS: MANAGEMENT BY OBJECTIVES by Norman R. Nager and T. Harrell Allen (New York: Longman, 1984---$29.95/16.95)

CHOOSING AN ADVERTISING AGENCY by William M. Weilbacher (Chicago: Crain Books, 1983---$19.95, paper)     

Marketing and Advertising

Abstract

The Web is one of the best starting points for marketing and advertising information. The author covers Web sites for top publications as well as sites from academic institutions and professional associations.     

Advertising/PR

ADVERTISING AGE YEARBOOK 1983 (Chicago: Crain Books, 1983---$34.95)

WRITING FOR THE MEDIA: PUBLIC RELATIONS AND THE PRESS by Sandra Pesmen (Chicago: Crain Books, 1983---$12.95, paper)

MEDIA PLANNING WORKBOOK by Jack Z. Sissors and William B. Goodrich (Chicago: Crain Books, 1983---$12.95, paper)     

论模糊广告

模糊广告是相对精确广告而言的,它不是含糊不清的广告,也不同于歧义广告。模糊广告所研究的模糊性包含了客体的模糊性、认识的模糊性和方法的模糊性。     

Advertising and Media

William L. Rivers and Michael J. Nyhan (eds.) Aspen Notebook on Government and the Media (New York: Praeger Special Studies, 1973 — $3.95, paper)

Ray B. Browne (ed.) Popular Culture and the Expanding Consciousness (New York: Wiley, 1973 — price not known)

Dennis P. Forcese and Stephen Richer's Social Research Methods (Englewood Cliffs, N.J.: Prentice-Hall, 1973 — $7.95)

Arthur W. Lavidge's A Common Sense Guide to Professional Advertising (Blue Ridge Summit, Pa.: Tab Books, 1973 — $9.95)

John D. Burke's Advertising in the Marketplace (New York: McGraw-Hill, 1973 — $10.95)     

试析“大广告”时代的我国广告教育

我国现代广告业发展已经30年,广告专业教育亦已25载。本文试从我们已经进入大广告时代这一时代背景出发,摒弃对我国广告教育就事论事改革创新之讨论,从较为宏观的层面认识把握我国广告教育的地位、观念、责任等问题,以期对我国广告教育的层次结构、课程设置、师资队伍建设、学术研究、就业指导等方面的具体问题产生积极的指导作用。     

Advertising and Consumer Culture

A content analysis examined how well alcohol ads from televised sporting events adhered to self-regulatory advertising guidelines. Although nearly every ad followed the guidelines literally, there were numerous instances of strategically ambiguous content that could be interpreted as violating the guidelines' spirit. For example, a joke about designated drivers hinted at drunkenness without explicitly showing it, and many ads showed drinking as well as risky activities like driving or swimming, although not necessarily occurring simultaneously. The study also confirmed that alcohol ads are common in televised sporting events, and that the most frequent themes are humor, friendship, sex, and romance, a potentially troubling finding given that beliefs about the social benefits of alcohol predict drinking in young people. These findings suggest that alcohol advertising might contribute to the formation of expectancies in young people, and that current self-regulation may not be an effective way to prevent alcohol advertising from appealing to people under the age of 21.     

中国广告的世俗化倾向

本文分析了中国广告世俗化倾向形成的主要原因并就如何看待中国广告的世俗化倾向进行了探讨.     

社会意识的表皮与深层--中国受众广告态度意识考察

广告日渐溶入我们的生活,广告也时刻冲击着我们的视听.中国电视广告作为城市受众接触广告的最主要途径,作为每年广告市场份额的近四分之一强,正以它独有的方式影响着人们的消费,影响着人们的意识形态从而改变着城市生活.广告作为连接大众生产和消费的结点,如果从意识形态的角度去审视,那么它所表现的是现代社会消费意识形态的方方面面,这是被许多社会学者长期关注的问题.但是,中国的广告,应该属于什么样的意识形态?它又如何与社会的主流意识融合?这是学界注意到但却没有进行细致分析的领域.在不乏个案解剖和枚举的同时,我们力求通过对近10年<IMI消费行为与生活形态年鉴>数据的整理,从宏观层面去把握中国受众广告态度意识的特征,而中国特殊的市场经济体制和政治意识形态又赋予我们对广告镜像更多解读和探讨的空间.