美国广告文化 英文版PDF电子书下载

Part Ⅰ Historical Overview 1

Chapter 1 1492--1880 The BeginningS 2

Advertising in the Old World 4

The Impact of the Printing Press 5

From News-Letters to Newspapers 6

Se0ling the New World 7

From Colony to Nation 8

Colonial Advertising 9

The Effect of Paper Shortages 12

The Impact of the Industrial Revolution 14

Mass Production Spurs Economic Growth 14

The Civil war Fuels a Consumer Economy 17

Urbanization Changes the Face of Retailing 20

General Merchandisers Pass on Economies of Scale 22

The Communications Revolution 23

Go West, Young Man 24

Extra, Extra, Read All about It! 26

Advertising Gets Creative 30

The Modern Magazine Debuts 33

The Advertising Agent: A New Occupation 34

Puffery and Patent Medicines 36

Part Ⅱ Early American Advertising 43

Chapter 2 1880-1900 Selling the Goods 44

A New Role for Advertising 47

The Packaging Revolution 48

Brand-Name Advantages 51

The New Culture of Consumption 52

The Selling Style: Hard or Soft? 55

Honesty Takes Its Turn 55

Slogans and Jingles Catch On 60

Trademarks Come to Life 62

Pictures Show the Way 65

The First National Advertisers 69

A Trio of Household Staples 70

Try It! You'll Like It! 73

Selling Entirely New Products 77

Magazines and Agencies 80

Magazines Emerge as Advertising Vehicles 82

Agencies Widen Their Services 83

A New Wave of Design 84

Chapter 3 1900-World War I The Rise of a Consumer Economy 90

The Emerging Consumer Economy 92

Big Business Gets Bigger 93

Immigrants Flock to America 94

Packaging Revolutionizes Mass Retailing 94

Chains Link Store After Store 95

Advertising Identifies Its Primary Audience 96

Turn-of-the-Century Advertising 97

The Golden Age of Trademark Advertising 99

The Art of Advertising 101

Salesmanship in Print 107

Print Ads Shift Gears 107

The Feminine Point of View Finds a Voice 110

Image Builds the Emotional Appeal 113

The Expansion of Agency Services 115

Advertising and Progress 117

America Cleans Up Its Act 119

Advertising Revolutionizes the Breakfast Menu 121

Getting "Wired" Catches On 126

America Hits the Road 130

Advertising and World War 134

Part Ⅲ Modern American Advertising 139

Chapter 4 1920-1929 The Roaring TWenties 140

The Prosperous New Era 142

The Business of America Is Business 143

Retailing Hits Its Stride 145

Enjoy Now, Pay Later 148

Advertising's Role in Shaping Lifestyles 148

Targeting Women 150

Discovering Odors 157

Creating Shrines of Cleanliness 163

Selling the Cigarette Habit 166

Selling Color, Style, and Time 169

Fashion Takes a .Bow 169

The American Home Goes Modern 172

Automobile Advertising Shifts Gears 175

Advertising Hits the Road 179

The Voice of Radio 183

The Look of Modern Advertising 186

Chapter 5 1930-1945 The Depression and World War II 192

Brother, Can You Spare a Dime? 195

The Effects of the Depression 195

A New Deal for the Forgotten Man 196

A "Hard Sell" for Hard Times 199

Advertising Again Goes for the Hard Sell 199

Depression--Era Advertising Adopts a New Look 205

The Best and Worst Collide 210

Consumers Organize 214

The Maturing Voice of Radio 219

Another New Wave of Design 223

Television Enters the Picture 230

The War Years 230

Chapter 6 1945-196o The Postwar Boom 238

The Fabulous Fifties 240

Realizing the American Dream 241

Keeping Up with the Joneses 245

Dressing Up the Automobile 248

The Atomic Age 252

Don't Rock the Boat 253

The Generation Gap Opens Up 259

Civil Rights Become an Issue 262

New Ways of Selling 264

Competing in a Crowded Market 265

Tapping into Consumers' Hidden Desires 266

Bringing Television to the Masses 270

Four Creative Philosophies 273

Rosser Reeves-The Hard Sell 275

Leo Burnett-"Inherent Drama" 277

David Ogilvy-Image and Science 279

Bill Bernbach-The "New" Advertising 282

Part Ⅳ Contemporary American Advertising 287

Chapter7 1960-1975 The Creative Revolution 288

The Times They Are A-Changin' 290

Power to the People 291

A Nation Divided 296

The Creative Revolution 298

Tune In, Turn On, Drop Out 299

The Underground Goes Mainstream 301

Inspiration,Intuition. and Creativity 301

The "New" Advertising 302

Creative Boutiques 308

The Loss of Creative Momentum 313

Reform Sweeps Madison Avenue 316

Minority Groups Demand a Piece of the Pie 316

You've Come a Long Way, Baby! 321

More Issues Explode Advertising's Dream World 329

Chapter 8 1975-1990 From Positioning to Image Building 334

The Late 1970s: Advertising Isn't Fun Anymore 337

Positioning: The New Game on Madison Avenue 338

The Soft Drink Shootout 341

The l980s: Let'S Make a Deal 346

The Ultraconsumer 346

And Now a Word, from Our Sponsor 349

Putting a Human Face on Technology 353

Global Brands and Global Advertising 359

Global Challenges 362

The Next Creative Revolution 364

Image Building 366

Sex and Symbolism 372

Chapter 9 1990s and Beyond The Media Revolution 378

Today'S Consumers 381

The Money Is in the Middie 381

Women Weld Their New Power 382

"X" Marks the New Target 387

People Don't Die at 49 394

Signs of the Times 395

The Minority Marketplace 398

The Media Revolution 404

The Total Communications Package 404

The Printed Page 406

The "Noncommercial" Commercial 407

Advertising On-Line 410

Advertising for Today and Tomorrow 414

Talking Smart 415

Zipping, Zapping, and Channel Surfing 418

Recycling Old Campaigns 422

Epilogue 425

Notes 429

Acknowtedgments 436

Index 438