Advertising - Further Reading

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Advertising

Arens, William F. Contemporary Advertising. 8th ed. Irwin/McGraw Hill, 2001. A textbook built on real-world case studies.

Ewen, Stuart. All Consuming Images: The Politics of Style in Contemporary Culture. Basic Books, Rev. ed., 1988. 1999. Explores the dominance of the image in consumer society.

Fox, Stephen. The Mirror Makers: A History of American Advertising and its Creators. Random House, Rev ed., 1984. 1997. From the 19th century to the mid-1990s.

Frank, Thomas. The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism. University of Chicago Press, 1998. A thoroughly readable history of post-1960s advertising.

Jones, John Phillip, ed. The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications. Sage, 1999. A practical guide to strategy and tactics.

Lears, Jackson. Fables of Abundance: A Cultural History of Advertising in America. Basic Books, 1994, 1995. Advertising's role in creating America's vision of material success.

Schudson, Michael. Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. Basic Books, 1984, 1990. Examines the development of advertising techniques and the extent of their success.

Wells, William, John Burnett, and Sandra Moriarty. Advertising Principles & Practice. 5th ed. Prentice Hall, 2000. Comprehensive textbook on effective advertising.

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