"Adland" is a ground-breaking
examination of modern advertising, from its early origins, to the evolution of
the current advertising landscape. Bestselling author and journalist Mark
Tungate examines key developments in advertising, from copy adverts, radio and
television, to the opportunities afforded by the explosion of digital media.
Adland focuses on key players in the industry and features exclusive interviews
with leading names in advertising today, including Jean-Marie Dru, Sir Alan
Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries
from the 20th Century such as Phil Dusenberry and George Lois. Exploring the
roots of the advertising industry in New York and London, and going on to cover
the emerging markets of Eastern Europe, Asia and Latin America,
"Adland" offers a comprehensive examination of a global industry and
suggests ways in which it is likely to develop in the future.
Spreadable Media maps fundamental changes
taking place in our contemporary media environment, a space where corporations
no longer tightly control media distribution and many of us are directly
involved in the circulation of content. It contrasts “stickiness”—aggregating
attention in centralized places—with “spreadability”—dispersing content widely
through both formal and informal networks, some approved, many unauthorized.
Stickiness has been the measure of success in the broadcast era (and has been
carried over to the online world), but “spreadability” describes the ways
content travels through social media. Following up on the hugely influential
Convergence Culture: Where Old and New Media Collide, this book challenges some
of the prevailing metaphors and frameworks used to describe contemporary media,
from biological metaphors like “memes” and “viral” to the concept of “Web 2.0”
and the popular notion of “influencers.” Spreadable Media examines the nature
of audience engagement, the environment of participation, the way appraisal
creates value, and the transnational flows at the heart of these phenomena. It
delineates the elements that make content more spreadable and highlights
emerging media business models built for a world of participatory circulation.
The book also explores the internal tensions companies face as they adapt to
the new communication reality and argues for the need to shift from “hearing”
to “listening” in corporate culture. Drawing on examples from film, music,
games, comics, television, transmedia storytelling, advertising, and public
relations industries, among others—from both the U.S. and around the world—the
authors illustrate the contours of our current media environment. They
highlight the vexing questions content creators must tackle and the
responsibilities we all face as citizens in a world where many of us regularly
circulate media content. Written for any and all of us who actively create and
share media content, Spreadable Media provides a clear understanding of how
people are spreading ideas and the implications
these activities have for
business, politics, and everyday life.
How advertising works is not a question that
has a simple answer. Advertising is a diverse entity and different campaigns
work (or fail to work) in a plethora of different ways. Most advertising
persuades people to buy things, but how? And who does it aim to persuade? And
how are these decisions made? In this Very Short Introduction Winston Fletcher,
an expert with extensive knowledge of advertising from the inside, aims to
answer these questions, and in doing so, dispels some of the myths and
misunderstandings surrounding the industry. The book contains a short history
of advertising and an explanation of how the industry works, and how each of
the parties (the advertisers , the media and the agencies) are involved. It
considers the extensive spectrum of advertisers and their individual needs. It
also looks at the financial side of advertising and asks how advertisers know
if they have been successful, or whether the money they have spent has in fact
been wasted. Fletcher concludes with a discussion about the controversial and
unacceptable areas of advertising such as advertising products to children and
advertising products such as cigarettes and alcohol. He also discusses the
benefits of advertising and what the future may hold for the industry. ABOUT
THE SERIES: The Very Short Introductions series from Oxford University Press
contains hundreds of titles in almost every subject area. These pocket-sized
books are the perfect way to get ahead in a new subject quickly. Our expert
authors combine facts, analysis, perspective, new ideas, and enthusiasm to make
interesting and challenging topics highly readable.
For brands to succeed in a competitive
environment they need to build a 'loving' relationship with their audiences.
Brands need to construct an emotional engagement with audiences over time, so
that they can make a genuine connection both to the brand and what it has to
offer. Featuring 15 'commitments' Brand Romance reveals how to use High Design
principles to build a truly effective brand. High Design goes beyond the usual
rational, quantitative measures, to analyse the role that emotion can play in
building brand loyalty and to emphasize the importance of the holistic brand
experience, so that it is meaningful to everyone from customers to
stakeholders. This highly-engaging and readable book integrates business,
research and design to explore how to build a long-term and loving relationship
with your audience, based upon the principles of clear communication, in-depth
understanding, innovation, sharing and nurture.
Now thoroughly revised and updated, this
systematically presented coursebook tells you everything you need to know about
advertising, from how to write copy and choose a typeface, to how agencies work
and the different strategies used for print, TV or cinema and other media,
including interactive. Exercises throughout help the reader judge their own
work and that of others. By getting to the heart of the creative process in a
way that other guides don't, the book can help anyone produce better
advertising. This new edition features a thoroughly revised and updated chapter
on interactive advertising, with new exercises and some thirty new
illustrations. "Invaluable". ("Creative Review").
Captivate your audience and enhance your
storytelling with this tutorial based 4-color cookbook, featuring dozens of
solutions to your titling needs. Each chapter includes case studies and
interviews with the pros, lending cutting insight and lessons learned that will
have you creating inspired title sequences in no time. The book features
genre-based tutorial sections, with step by step instructions for creating
effective horror, comedy, drama, and suspense titling sequences. Tutorials for
creating some of the most popular title sequences in blockbuster movies are
included (Se7en, The Sopranos, 24, The Matrix). Other tutorials teach you how
to effectively use sound and VFX in your titles, and also included is
instruction on editing your title sequence. These techniques, as well as
chapters on the essentials of typography allow you to apply these lessons to
your title sequence regardless of whether it's for TV, the web, or digital
signage. Also included is a DVD with sample clips, as well as project files
that allow you to refine the techniques you learned in the book. As an added
bonus we've included 3 titling chapters from other Focal books, with specific
instructions on titling within certain software applications. Cover images
provided by MK12, from The Alphabet Conspiracy.
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