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内容提要

本书系统讲述了美国广告业和广告理论与方法的发展

历程和演进轨迹，作者引用大量史实和案例，科学归纳了

美国广告文化的发展阶段和发展规律，并对未来发展趋势

进行了合理的展望。

本书内容丰富，体系完整，适合于营销、企业管理专

业学生和相关专业人员选作教材和参考读物。

作者简介

尤利安・斯沃卡，美国著名的广告学专家和广告业资

深人士。

Contents
Introduction xiii
Part 1 Historical Overview
Chapter 1 1492-1880 The Beginnings
Advertising In the Old World
The Impact of the Printing Press
From News-Letters to Newspapers
SellingtheNewWorld
From Colony to Nation
Colonial Advertising
The Effect of Paper Shortages
The Impact ofthe Industrial Revolution
Mass Production Spurs Economic Growth
The Civil War Fuels a Consumer Economy
Urbanization Changes the Face of Retailing
General Merchandisers Pass on Economies of Scale
The Communicatlons Revolution
Go West, Young Man
The Modern Magazine Debuts
The Advertising Agent: A New Occupation
Puffery and Patent Medidnes
Part 11 Early American Advertising
Chapter 2 1880-1900 Selling the Goods
A New Role for Advertising
The Packaging Revolution
Brand-Name Advantages
The New Culture of Consumption
The Selling Style: Hard or Soft?
Honesty Takes Its Turn
Slogans and Jingles Catch On
Trademarks Come to Life
Pictures Show the Way
The First National Advertisers
A Trio of Household Staples
Try It! You'll Like It!
Selling Entirely New Products
Magazines and Agencies
Magazines Emerge as Advertising Vehicles
Agencies Widen Their Services
A New Wave of Design
Chapter 3 1900-World War 1 The Rise
of a Consumer Economy
The Emergmg Consumer Economy
Big Business Gets Bigger
Immigrants Flock to America
Packaging Revolutionizes Mass Retailing
Chains Link Store After Store
Advertising Identifies Its Primary Audience
Turn-of-the-Century Advertising
The Golden Age of Trademark Advertising
The Art of Advertising
Salesmanship in Print
Print Ads Shift Gears
The Feminine Point of View Finds a Voice
image Builds the Emotional Appeal
The Expansion ofAgency Services
Advertising and Progress
America Cleans Up Its Act
Advertising Revolutionizes the Breakfast Menu
Getting "Wired" Catches On
America Hits the Road
Advertising and World War l
Part lll Modern American Advertising
Chapter 4 l920-l929 The Roaring Twenties
The Prosperous New Era
The Business of America Is Business
Retailing Hits Its Stride
Enjoy Now, Pay Later
Advertising's Role in Shaping Lifestyles
Targeting Women
Discovering Odors
Creating Shrines of Cleanliness
Selling the Cigarette Habit
Selling Color, Style, and Time
Fashion Takes a Bow
The American Home Goes Modern
Automobile Advertising Shifts Gears
Advertising Hits the Road
TheVoiceofRadio
The Look of Modern Advertising
Chapter 5 l930-l945 The Depression
and World War ll
Brother, Can You Spare a Dime?
The Effects of the Depression
A New Deal for the Forgotten Man
A "Hard Sell" for Hard Times
Advertising Again Goes for the Hard Sell
Depression-Era Advertising Adopts a New Look
The Best and Worst Collide
Consumers Organize
The MaturingVoice of Radio
Another New Wave of Design
Television Enters the Picture
TheWarYears
Chapter 6 1945-1960 The Postwar Boom
The Fabulous Fifties
Realizing the American Dream
Keeping Up with the Joneses
Dressing Up the Automobile
The Atomic Age
Don't Rock the Boat
The Generation Gap Opens Up
Civil Rights Become an Issue
New Ways of Selling
Competing in a Crowded Market
Tapping into Consumers' Hidden Desires
Bringing Television to the Masses
Four Creative Philosophies
Rosser Reeves-The Hard Sell
Leo Burnett-"Inherent Drama'
David Ogilvy-Image and Science
Bill Bernbach-The "New" Advertising
Part IV Contemporary American Advertising
Chapter 7 1960-1975 The Creative Revolution
The Times They Are A-Changin'
Power to the People
A Nation Divided
The Creative Revolution
Tune In, Turn On, Drop Out
The Underground Goes Mainstream
Inspiration, Intuition, and Creativity
The "New" Advertising
Creative Boutiques
The Loss of Creative Momentum
Reform Sweeps Madison Avenue
Minority Groups Demand a Piece of the Pie
You've Come a Long Way, Baby!
More Issues Explode Advertising's Dream World
Chapter 8 1975-l990 From Positioning
to image Building
The Late 1970s: Advertising isn't Fun Anymore
Positioning: The New Game on Madison Avenue
The Soft Drink Shootout
The 1980s: Let's Make a Deal
The Ultraconsumer
And Now, a Word from Our Sponsor
Putting a Human Face on Technology
Global Brands and Global Advertising
Global Challenges
The Next Creatlve Revolution
Image Building
Sex and Symbolism
Chapter 9 1990s and Beyond The Media Revolution
Today's Consumers
The Money Is in the Middle
Women Wield Their New Power
"X" Marks the New Target
People Don't Die at 49
Signs of the Times
The Mlnorlty Marketplace
The Media Revolution
The Total Comrnunications Package
The Printed Page
The "Noncornmercial" Commercial
Advertismg On-Line
Advertising for Today and Tomorrow
Talking Smart
Zipping, Zapping, and Channel Surfing
Recycling Old Campaigns
Epilogue
Notes
Acknowledgments
Index
· · · · · · (收起)