Fables, Fashions, and Facts About Advertising

A Study of 28 Enduring Myths

by 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.
Rights Information

WORLD

Thank you for proceeding with this offer.

SAGE Publications has chosen to review this offer before it proceeds.

You will receive an email update that will bring you back to complete the process.

You can also check the status in the My Offers area
Bibliographic Information
  • Pub date: November 2003
  • English
  • 9781452222097 / 0761927999
  • United Kingdom
  • Primary Price: 34.99 GBP
  • Pages: 328
  • SAGE Publications / SAGE Publications, Inc
  • Publish State: Published
  • Responsibility: John Philip Jones.
  • Page size: 23
  • Reference Code: BDZ0005897006