Academic journal article Journal of Media Research

Adland: A Global History of Advertising

Academic journal article Journal of Media Research

Adland: A Global History of Advertising

Article excerpt

Adland: A Global History of Advertising Author: Mark Tungate Publisher: Humanitas, 2012

"Publicity is extremely interesting because nobody can predict its evolution" (Mark Tungate).

These are the words of Mark Tungate, who attempts not by far to predict the future of publicity, but to help the reader get to a better understanding of this process by mastering its past evolution.

Born in 1967, the author, the British journalist based in Paris, succeeded in observing the most spectacular years of advertising and studied its best moments in order to write a thorough, comprehensive history of this phenomenon.

"Adland is a ground-breaking examination of modem 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-podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dm, 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" (http:// books.google.ro/books/about/Adland.html?id=yzNacuCWL8UC&redir_esc=y).

"Adland: A Global History of Advertising" is not and was not meant to be a handbook on advertising or public relations. It is a comprehensive scientific approach, a historical insight of publicity, easy to read and meaningful both for a specialist and for a novice in advertising.

The book written by Mark Tungate presents the history and evolution of advertising using life stories and examples of great advertisers' experiences. It tells the readers why they have to love publicity, it explains how unpredictable, but full of passion it is,

The research guides the reader through different key-moments in the history of advertising, but only after having explained some of the most used specific concepts, such as copywriter, art director, creation, account managers, media planners or pitch. …

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