简介
James Twitchell takes an in-depth look at the ads and ad campaigns--and their creators--that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum's creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike's "Just Do It, " Clairol's "Does She or Doesn't She?, " Leo Burnett's invention of the Marlboro Man, Revlon's Charlie Girl, Coke's re-creation of Santa Claus, Absolut and the art world--these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.
目录
Table Of Contents:
Introduction 1(15)
P. T. Barnum: Prince of Humbug 16(10)
Lydia E. Pinkham's Vegetable Compound: Personalizing the Corporate Face 26(12)
Pears' Soap: John E. Millais's A Child's World and the Powers of Associated Value 38(10)
Pepsodent: Claude Hopkins and the Magic of the Preemptive Claim 48(12)
Listerine: Gerard Lambert and Selling the Need 60(10)
The Queensboro Corporation: Advertising on the First Electronic Medium 70(10)
The Kid in Upper 4: The Birth of Advocacy Advertising 80(8)
De Beers: A Good Campaign Is Forever 88(14)
Coke and Christmas: The Claus That Refreshes 102(6)
The Volkswagen Beetle: William Bernbach and the Fourth Wall 108(10)
Miss Clairol's ``Does She...Or Doesn't She?'': How to Advertise a Dangerous Product 118(8)
The Marlboro Man: The Perfect Campaign 126(10)
The Hathaway Man: David Ogilvy and the Branding of Branding 136(10)
Anacin and the Unique Selling Proposal: How Would You Like a Hammer in the Head? 146(8)
LBJ VS. Barry Goldwater: Thirty-Second Politics 154(8)
She's Very Charlie: The Politics of Scent 162(12)
Absolut: The Metaphysics of Wrap 174(10)
Apple's 1984: The Ad as Artifact 184(10)
The Rise and Fall and Rise of the Infomercial: ``Call Now! Operators Are Standing By...'' 194(10)
Nike and Michael Jordan: The Hero as Product 204(13)
Works Cited 217(4)
Index 221
Introduction 1(15)
P. T. Barnum: Prince of Humbug 16(10)
Lydia E. Pinkham's Vegetable Compound: Personalizing the Corporate Face 26(12)
Pears' Soap: John E. Millais's A Child's World and the Powers of Associated Value 38(10)
Pepsodent: Claude Hopkins and the Magic of the Preemptive Claim 48(12)
Listerine: Gerard Lambert and Selling the Need 60(10)
The Queensboro Corporation: Advertising on the First Electronic Medium 70(10)
The Kid in Upper 4: The Birth of Advocacy Advertising 80(8)
De Beers: A Good Campaign Is Forever 88(14)
Coke and Christmas: The Claus That Refreshes 102(6)
The Volkswagen Beetle: William Bernbach and the Fourth Wall 108(10)
Miss Clairol's ``Does She...Or Doesn't She?'': How to Advertise a Dangerous Product 118(8)
The Marlboro Man: The Perfect Campaign 126(10)
The Hathaway Man: David Ogilvy and the Branding of Branding 136(10)
Anacin and the Unique Selling Proposal: How Would You Like a Hammer in the Head? 146(8)
LBJ VS. Barry Goldwater: Thirty-Second Politics 154(8)
She's Very Charlie: The Politics of Scent 162(12)
Absolut: The Metaphysics of Wrap 174(10)
Apple's 1984: The Ad as Artifact 184(10)
The Rise and Fall and Rise of the Infomercial: ``Call Now! Operators Are Standing By...'' 194(10)
Nike and Michael Jordan: The Hero as Product 204(13)
Works Cited 217(4)
Index 221
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