Advertising (The Media)

by David Lusted (Author)

• Used

  Hardcover
  1988

  $4.35

  An illustrated survey of the advertising industry, aiming to make it accessible to young people. As part of The media series, the book aims to encourage a critical awareness of the impact and power of the mass media. The author begins with a chapter on the debate about advertising, outlining the major arguments for and against. The history of advertising is then traced from the early seventeenth century newsheets to the television adverts with which we are familiar today. The organization of the industry is explained, together with how advertisements are made, who they are aimed at, what they set out to do and their role in society. The technical and theoretical terminology of the subject as well as financial structures are covered and the book concludes by looking at the issues of control - government regulations around the world - and showing how complaints can be made against adverts that may be found offensive. The text is illustrated with original and current examples of advertisements and is accompanied by tables of information, a glossary, booklist and sources of further information. The series is intended to provide background reading for students preparing for GCSE examinations and Standard Grade in Scotland.