Advertising and Society
(Sprache: Englisch)
Organized in a "point/counterpoint" format, this up-to-date text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for the undergraduate and...
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Organized in a "point/counterpoint" format, this up-to-date text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for the undergraduate and graduate alike, it features a unique balance between criticism and practice that is rarely found on the market today.
* Organized in a unique, yet effective debate format designed to spark discussion -- even among audiences with little or no previous knowledge of the subject
* Each chapter begins with an overview of the history and central issues surrounding a topic, and concludes with a summary of the arguments presented
* Includes suggestions for further research, questions for discussion, paper topics, and a bibliography of additional readings
* Offers an industry-based prospective, as opposed to a solely critical one
* Written in an accessible style that lends substantial clarity to complex issues
Klappentext zu „Advertising and Society “
Whether it is in political campaigns or during the Superbowl, we cannot deny the pervasive nature of advertising. Organized in a "point/counterpoint" format, this innovative book examines the impact of advertising on society. It features a valuable balance between criticism and practice, offering both critical and industry-based perspectives on complex issues, such as pharmaceuticals advertising, political ads, product placement, and advertising to children. Advertising and Society is designed to spark discussion and help readers understand the complexities of the issues being presented. Advertising is a central aspect of our culture and our economy. Whether it is used in political campaigns or during the Super Bowl, we cannot deny the pervasive nature of the medium. In the classroom it is becoming increasingly true that whether or not students are planning to work in advertising, they will be engaged with it.Organized in a "point/counterpoint" format, this text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for undergraduate and graduate alike, it features a balance between criticism and practice that is rarely found on the market today.
Inhaltsverzeichnis zu „Advertising and Society “
Notes on Contributors1. Introduction. People Don't Hate Advertising: They Hate Bad Advertising: Carol J. Pardun (University of South Carolina)
2. The Economic Impact of Advertising: What's the Controversy?
Argument. Advertising Makes Products More Expensive: Edd Applegate (Middle Tennessee State University)
Counterargument. Advertising Lowers Prices for Consumers: C. Ann Hollifield (University of Georgia)
3. Advertising to Children: Gimme, Gimme, Gimme!!! Do Children Need More Protection from Advertising?
Argument. Yes! Children Need Protection from the Bombardments of Sponge Bob Square Pants, Ronald McDonald, and all the Big Purple Dinosaurs: Keisha L. Hoerrner (Kennesaw State University)
Counterargument. No! Children Are Smarter Than We Think. We Coddle Them Enough Already!: J. Walker Smith (Yankelovich, Inc., Chapel Hill, NC)
4. Political Advertising: Necessary, Necessary Evil, or Evil Necessarily?
Argument. Political Advertising Serves an Important Role for American Voters: Anne Johnston (University of North Carolina)
Counterargument. Political Advertising Has No Place in the U.S. Democratic System:
Jennifer D. Greer (University of Alabama)
5. Tobacco Advertising: When People Do Dumb Things
Argument. Tobacco advertising: The Strong First Amendment Right to Promote Lawful Products: R. Michael Hoefges (University of North Carolina)
Counterargument. The fumes of truth: Jef I. Richards (University of Texas at Austin)
6. Alcohol Advertising: A Match Made in Heaven or a Pact with the Devil?
Argument. Alcohol Is So Problematic that Advertising or Promoting It in Any Way Should Be Banned from All Televised Events: Lara Zwarun (University of Texas at Arlington)
Counterargument. Eliminating Alcohol Advertising on Television because Underage People Drink Is as Misguided as Restricting Automobile Advertising because People Drive Too Fast: Jason Chambers (University of Illinois at Urbana-Champaign)
7. Advertising and
... mehr
Product Placement: And Now, the Star of the Show!
Argument. Product Placement Makes a Lot of Sense in Today's Media Environment:
Charles Lubbers (University of South Dakota)
Counterargument. More than Entertainment: Product Placement in American Media Channels: Kathy Brittain McKee (Berry College, Georgia)
8. Sex and Advertising: I'm Too Sexy for this Ad . . . or Am I?
Argument. Sex in Advertising: No Crime Here!: Tom Reichert (University of Georgia)
Counterargument. Using Sex in Advertising Is Never a Good Idea: Kathy Roberts Forde (University of Minnesota)
9. Stereotypes in Advertising: A Code to Help Us Understand a Concept Quickly? Or a Short-Changing Way to Look at the World?
Argument. Stereotypes Are the Best Way to give Consumers a Quick Understanding of the Creative Impact of the Message: Marie Hardin (Penn State University)
Counterargument. What's the Harm in Advertising Stereotypes?: Jane Marcellus (Middle Tennessee State University)
10. Direct-to-Consumer Pharmaceutical Advertising: A Prescription for Everything?
Argument. Doctor Knows Best: Why DTC Advertising of Prescription Medications Is Bad for Patients: Beth E. Barnes (University of Kentucky)
Counterargument. Feel Empowered! Enhanced Health Knowledge!: Debbie Treise (University of Florida) and Paula Rausch (University of Florida)
11. Puffery and Advertising: Puff the Magic Ad Man
Argument. Puffery Is Never Worth the Deception: Ivan Preston (University of Wisconsin-Madison)
Counterargument. This Is the Best Darn Essay on Puffery You Will Ever Read: Bruce G. Vanden Bergh (Michigan State University)
12. Advertising and Social Responsibility: Being Good is Always a Good Idea - Right?
Argument. Companies Are Wise -- and Ethical -- to Use "Social Responsibility" as a Creative Strategy: Debra Merskin (University of Oregon)
Counterargument. The Adoption of Social Responsibility through Cause-Related Marketing as a Business Strategy Is Unethical: Peggy Kreshel (University of Georgia)
Index
Argument. Product Placement Makes a Lot of Sense in Today's Media Environment:
Charles Lubbers (University of South Dakota)
Counterargument. More than Entertainment: Product Placement in American Media Channels: Kathy Brittain McKee (Berry College, Georgia)
8. Sex and Advertising: I'm Too Sexy for this Ad . . . or Am I?
Argument. Sex in Advertising: No Crime Here!: Tom Reichert (University of Georgia)
Counterargument. Using Sex in Advertising Is Never a Good Idea: Kathy Roberts Forde (University of Minnesota)
9. Stereotypes in Advertising: A Code to Help Us Understand a Concept Quickly? Or a Short-Changing Way to Look at the World?
Argument. Stereotypes Are the Best Way to give Consumers a Quick Understanding of the Creative Impact of the Message: Marie Hardin (Penn State University)
Counterargument. What's the Harm in Advertising Stereotypes?: Jane Marcellus (Middle Tennessee State University)
10. Direct-to-Consumer Pharmaceutical Advertising: A Prescription for Everything?
Argument. Doctor Knows Best: Why DTC Advertising of Prescription Medications Is Bad for Patients: Beth E. Barnes (University of Kentucky)
Counterargument. Feel Empowered! Enhanced Health Knowledge!: Debbie Treise (University of Florida) and Paula Rausch (University of Florida)
11. Puffery and Advertising: Puff the Magic Ad Man
Argument. Puffery Is Never Worth the Deception: Ivan Preston (University of Wisconsin-Madison)
Counterargument. This Is the Best Darn Essay on Puffery You Will Ever Read: Bruce G. Vanden Bergh (Michigan State University)
12. Advertising and Social Responsibility: Being Good is Always a Good Idea - Right?
Argument. Companies Are Wise -- and Ethical -- to Use "Social Responsibility" as a Creative Strategy: Debra Merskin (University of Oregon)
Counterargument. The Adoption of Social Responsibility through Cause-Related Marketing as a Business Strategy Is Unethical: Peggy Kreshel (University of Georgia)
Index
... weniger
Autoren-Porträt von Carol J. Pardun
Carol J. Pardun is Professor and Director, School of Journalism and Mass Communications, University of South Carolina, where she teaches advertising courses and conducts research on the impact of the media on adolescents. She is president elect of the Association for Education in Journalism and Mass Communication, and will become president in October 2009.
Bibliographische Angaben
- Autor: Carol J. Pardun
- 2008, 224 Seiten, Maße: 15 x 22,6 cm, Kartoniert (TB), Englisch
- Herausgegeben: Carol J. Pardun
- Verlag: Wiley & Sons
- ISBN-10: 1405144106
- ISBN-13: 9781405144100
Sprache:
Englisch
Rezension zu „Advertising and Society “
"A very engaging and informative look at advertising and its controversies, this book uses a format of competing arguments to provoke the reader into grappling with advertising's most contentious issues. Not only is this an effective educational strategy - it also makes for great reading." John Sweeney, Advertising Sequence School of Journalism and Mass Communication, University of North Carolina at Chapel Hill
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