Fables, Fashions, and Facts About Advertising
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Fables, Fashions, and Facts About Advertising

A Study of 28 Enduring Myths

Jones, John Philip

Description
John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising “fables” and “fashions,” and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works.

Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a “how to” text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.
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Bibliographic Information
Publish State
Published
Language
English
Responsibility
John Philip Jones.
Publisher / Imprint
SAGE Publications / SAGE Publications, Inc
Publication Country / Place
United Kingdom / Thousand Oaks, Calif.
Title Identifier (ISBN/ISSN)
9781452222097 / 0761927999
Published Date
November 2003
Primary Price
34.99 GBP
Pages
328
Page size
23
Reference Code
BDZ0005897006