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ENbook.pl

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as the best book for professionals that has ever come out of Madison Avenue. For typical comments see back of jacket. Rosser Reeves says The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research. These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is th

Reality in Advertising | Reeves Rosser | Paperback | Twarda

Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.

Advertising Concept Book | Barry Pete | Twarda | Twarda

American Capitalism The Concepts of Countervailing Power is a book written by economist John Kenneth Galbraith in 1952. The book explores the concept of countervailing power, which refers to the ability of different groups in society to balance the power of large corporations and prevent them from dominating the economy. Galbraith argues that countervailing power is essential for a healthy capitalist system and that it can come from a variety of sources, including labor unions, government regulation, and consumer advocacy groups. The book provides a historical analysis of American capitalism, tracing the development of countervailing power from the early 20th century to the post-World War II era. Galbraith also examines the role of advertising and marketing in shaping consumer behavior and influencing the power dynamic between corporations and consumers. Throughout the book, Galbraith challenges the prevailing view of capitalism as a self-regulating system that operates in the best int

American Capitalism | Galbraith John Kenneth | Twarda

The Psychology of Suggestion is a comprehensive book written by Boris Sidis that explores the subconscious nature of human beings and society. The author delves into the concept of suggestion and how it influences our thoughts, behaviors, and actions. Through extensive research, Sidis examines the various forms of suggestion, including hypnosis, auto-suggestion, and social suggestion. He also explores the role of suggestion in advertising, politics, and religion.The book is divided into four main sections. The first section provides an overview of suggestion and its impact on the human psyche. The second section focuses on the different types of suggestion and how they affect individuals and groups. The third section examines the role of suggestion in society, including its impact on culture and social norms. The final section offers practical advice on how to use suggestion to improve one's life and achieve personal goals.Overall, The Psychology of Suggestion is a thought-provoking an

The Psychology Of Suggestion | Sidis Boris | Twarda

Why do Internet, financial service, and beer commercials dominate Super Bowl advertising How do political ceremonies establish authority Why does repetition characterize anthems and ritual speech Why were circular forms favored for public festivals during the French Revolution This book answers these questions using a single concept common knowledge. Game theory shows that in order to coordinate its actions, a group of people must form common knowledge. Each person wants to participate only if others also participate. Members must have knowledge of each other, knowledge of that knowledge, knowledge of the knowledge of that knowledge, and so on. Michael Chwe applies this insight, with striking erudition, to analyze a range of rituals across history and cultures. He shows that public ceremonies are powerful not simply because they transmit meaning from a central source to each audience member but because they let audience members know what other members know. For instance, brpeople watch

Rational Ritual | Chwe Michael Suk | Young | Twarda

pbFrom Beatniks to Sputnik and from Princess Grace to iPeyton Placei, this book illuminates the female half of the U.S. population as they entered a brave new world that revolutionized women's lives.b pAfter World War II, the United States was the strongest, most powerful nation in the world. Life was safe and secure--but many women were unhappy with their lives. What was going on behind the closed doors of America's picture-perfect houses pThis volume includes chapters on the domestic, economic, intellectual, material, political, recreational, and religious lives of the average American woman after World War II. Chapters examine topics such as the entertainment industry's evolving concept of womanhood Supreme Court decisions the shifting idea of women and careers advertising rural, urban, and suburban life issues women of color faced and child rearing and other domestic responsibilities. pA timeline of important events and glossary help to round out the text, along with further readin

Daily Life of Women in Postwar America | Hendricks Nancy | Twarda | Twarda

pThis interdisciplinary collection focuses on recent adaptations, both experimental and popular, that put hybridity, transtextuality, and transmediality at play. It reframes adaptation in terms of the transmedia concept of world-building, which accurately captures the complexity and multidirectionality of contemporary scattered and ubiquitous practices of adaptation. ppThe editors argue that the process of moving stories or their elements across different media platforms and repurposing them for new uses results in the production of hybrid transtextualities. The book demonstrates how hybrid textualities augment narrative and literary forms as goals of their world-building, finding unexpected sites of cross-pollination, expansion, and appropriation in spoken-word and dance performance, autobiographical comics, advertising, Chinese Kun opera, and popular song lyrics. This yoking of hybridity and transmediality yields not only diversified and often commercialized aesthetic forms but also 

Adaptation and Beyond | Karpinski Eva C. | Twarda

pIn creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson concept.ppStructured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.ppPete Barry outlines simple but fundamental rules about how to push an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns--in the form of over 450 roughs specially produced by the author, fifty of which 

Advertising Concept Book 3e | Barry Pete | Twarda

pIn this well-written and engaging book, the author begins with a meticulous investigation of the basic facts of the television advertising industry in China its institutional lay out, content, and audience. The author Liu Zixu, the deputy editorial director of International Critical Thought, from a Marxian viewpoint and sharp critical eyes, draws upon the distinction made in Chinese television advertising between the working class and what could be called the watching class, and suggests that the advertising in contemporary China is fundamentally an ideological apparatus, which educates not only for new life styles but also for a new social order. For that reason, it must be treated as an act of the political--a concept that has not been clearly defined in the existing literature of political economy of communication. The author has carefully reviewed numerous scholarly works both from China and West, when developing his analyses. Shifting the focus towards the very existence of adver

I Watch Therefore I Am | Liu Zixu | Twarda

bYour customer-centric guide to everything from dealing with that unhappy customer to why not to give up on lost customers.bp This must-read book provides you with the mindset, tools, and techniques you need to successfully prospect for new customers. --bRoger Looyenga, b chairmanCEO ret., Auto-Owners Insurance p For most businesses, attracting new customers is a never-ending effort anchored in uncertainty, frustration, and knee-jerk reactions. iNo Nonsense Attract New Customersi takes the mystery out of creating an ongoing plan with proven tactics to keep the phone ringing and the door swinging. The basic concept Attract an endless flood of new customers at little or no cost  piNo Nonsense Attract New Customersi demonstrates that you don't have to use expensive and never-ending sales events, coupled with expensive advertising and energy-zapping promotions, to turn on a constant, never-ending flow of new prospects. And you don't have to invent any new approaches, concepts, or buzzwords

No Nonsense | Wilson Jerry R. | Twarda

pEver since American prisoners of war in Korea suddenly switched sides to the Communist cause, the concept of brainwashing has continued to fascinate and confuse. Is it really possible to force any thinking person to act in a way completely alien to his character What makes so-called brainwashing so different from the equally insidious effects of indoctrination and conditioning, or even advertising and education Research findings from psychology show that brainwashing is not a special subversive technique it is the clever manipulation of unrealized influences that operate in all our lives. This book, by breaking down so-called brainwashing to its individual elements, shows how social conditioning, need for approval, emotional dependency and much else that we are unaware of, prevent us from being as self-directed as we think and, conversely, which human traits make us the least susceptible to subtle influence.p

The Manipulated Mind | Winn Denise | Twarda

The days of the image brands are over, and 'new marketing' has gone mainstream. The world's biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke's and author of iThe New Marketing Manifestoi, whose radical thinking has informed a generation. pNow Grant is set to stun the industry again. In iThe Brand Innovation Manifestoi, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people's lifestyles think Starbucks, iPod and eBay. At the heart of the book is the concept of the 'brand molecule' to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas

Brand Innovation Manifesto | Grant John | Twarda | Twarda

Why isn't all life pond-scum Why are there multimillion-celled, long-lived monsters like us, built from tens of thousands of cooperating genes Mark Ridley presents a new explanation of how complex large life forms like ourselves came to exist, showing that the answer to the greatest mystery of evolution for modern science is not the selfish gene it is the cooperative gene. In this thought-provoking book, Ridley breaks down how two major biological hurdles had to be overcome in order to allow living complexity to evolve the proliferation of genes and gene-selfishness. Because complex life has more genes than simple life, the increase in gene numbers poses a particular problem for complex beings. The more genes, the more chance for copying error it is far easier to make a mistake copying the Bible than it is copying an advertising slogan. To add to the difficulty, Darwin's concept of natural selection encourages genes that look out for themselves, selfish genes that could easily evolve t

Cooperative Gene | Ridley Mark | Paperback | Twarda

pbA real-world introduction to advertising design and art direction, updated and revised for today's industrybp pThe newly revised Fourth Edition of iAdvertising by Design Generating and Designing Creative Ideas Across Mediai delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.p pWith a fresh focus on building a coherent brand campaign through storytelling across all media channels, iAdvertising by Designi shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. p pThe book is filled with practical case studies that show real-world applicat

Advertising by Design | Landa Robin | Twarda

pemCreativity Theory, History, Practiceem offers important new perspectives on creativity in the light of contemporary critical theory and cultural history. Innovative in approach as well as argument, the book crosses disciplinary boundaries and builds new bridges between the critical and the creative. It is organised in four parts p ul liemWhy creativity nowem offers much-needed alternatives to both the Romantic stereotype of the creator as individual genius and the tendency of the modern creative industries to treat everything as a commodityli liemdefining creativity, creating definitionsem traces the changing meaning of 'create' from religious ideas of divine creation from nothing to advertising notions of concept creation. It also examines the complex history and extraordinary versatility of terms such as imagination, invention, inspiration and originalityli liemdreation as myth, story, metaphorem begins with modern re-tellings of early African, American and Australian creation myt

Creativity | Pope Rob | Twarda

pIt is a commonplace that the modern world cannot be experienced as enchanted--that the very concept of enchantment belongs to past ages of superstition. Jane Bennett challenges that view. She seeks to rehabilitate enchantment, showing not only how it is still possible to experience genuine wonder, but how such experience is crucial to motivating ethical behavior. A creative blend of political theory, philosophy, and literary studies, this book is a powerful and innovative contribution to an emerging interdisciplinary conversation about the deep connections between ethics, aesthetics, and politics.pbrp As Bennett describes it, enchantment is a sense of openness to the unusual, the captivating, and the disturbing in everyday life. She guides us through a wide and often surprising range of sources of enchantment, showing that we can still find enchantment in nature, for example, but also in such unexpected places as modern technology, advertising, and even bureaucracy. She then explains 

The Enchantment of Modern Life | Bennett Jane | Twarda

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advertising concept book