Adland: A Global History of Advertising

ISBN-13: 9780749464318 / Angielski / Miękka / 2013 / 272 str.

Mark Tungate

Opis

Adland is a groundbreaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy advertisements, radio and television, to the opportunities afforded by the explosion of digital media.

Adland focuses on key players in the industry and features exclusive interviews with leading advertising veterans, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. This new edition is updated to include a new preface, a revised introduction and touches on the effects of the current recession, the impact of recent digital technology and thoughts on the future of advertising.

Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

Recenzje

"Immensely readable." Sir Martin Sorrell, CEO, WPP

Spis treści

• • Chapter - 00: Introduction;
  • Chapter - 01: Pioneers of persuasion;
  • Chapter - 02: From propaganda to soap;
  • Chapter - 03: Madison Avenue aristocracy;
  • Chapter - 04: Creative revolutionaries;
  • Chapter - 05: The Chicago way;
  • Chapter - 06: The Brit pack;
  • Chapter - 07: Eighties extravagance;
  • Chapter - 08: The French connection;
  • Chapter - 09: European icons;
  • Chapter - 10: Media spins off;
  • Chapter - 11: Consolidation incorporated;
  • Chapter - 12: Japanese giants;
  • Chapter - 13: The alternatives;
  • Chapter - 14: Dotcom boom and bust;
  • Chapter - 15: Latin spirit;
  • Chapter - 16: International outposts;
  • Chapter - 17: Shooting stars;
  • Chapter - 18: Controversy in Cannes;
  • Chapter - 19: New frontiers;
  • Chapter - 20: The agency of the future

O autorze

Mark Tungate is a British journalist based in Paris. He is the author of several books about branding and marketing, including The Escape Industry, Fashion Brands and Adland. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times and The Daily Telegraph. He is a regular contributor to the ad industry intelligence site AdForum.

Alongside his writing, Mark Tungate is editorial director of the Epica Awards, an annual competition in which journalists who are specialists in their field celebrate excellence in design, advertising, PR and branded content. He has lectured on advertising and branding at universities and conferences around the world.