《美国广告文化 英文版》

Part Ⅰ Historical Overview1

Chapter 1 1492--1880 The BeginningS2

Advertising in the Old World4

The Impact of the Printing Press5

From News-Letters to Newspapers6

Se0ling the New World7

From Colony to Nation8

Colonial Advertising9

The Effect of Paper Shortages12

The Impact of the Industrial Revolution14

Mass Production Spurs Economic Growth14

The Civil war Fuels a Consumer Economy17

Urbanization Changes the Face of Retailing20

General Merchandisers Pass on Economies of Scale22

The Communications Revolution23

Go West, Young Man24

Extra, Extra, Read All about It!26

Advertising Gets Creative30

The Modern Magazine Debuts33

The Advertising Agent: A New Occupation34

Puffery and Patent Medicines36

Part Ⅱ Early American Advertising43

Chapter 2 1880-1900 Selling the Goods44

A New Role for Advertising47

The Packaging Revolution48

Brand-Name Advantages51

The New Culture of Consumption52

The Selling Style: Hard or Soft?55

Honesty Takes Its Turn55

Slogans and Jingles Catch On60

Trademarks Come to Life62

Pictures Show the Way65

The First National Advertisers69

A Trio of Household Staples70

Try It! You'll Like It!73

Selling Entirely New Products77

Magazines and Agencies80

Magazines Emerge as Advertising Vehicles82

Agencies Widen Their Services83

A New Wave of Design84

Chapter 3 1900-World War I The Rise of a Consumer Economy90

The Emerging Consumer Economy92

Big Business Gets Bigger93

Immigrants Flock to America94

Packaging Revolutionizes Mass Retailing94

Chains Link Store After Store95

Advertising Identifies Its Primary Audience96

Turn-of-the-Century Advertising97

The Golden Age of Trademark Advertising99

The Art of Advertising101

Salesmanship in Print107

Print Ads Shift Gears107

The Feminine Point of View Finds a Voice110

Image Builds the Emotional Appeal113

The Expansion of Agency Services115

Advertising and Progress117

America Cleans Up Its Act119

Advertising Revolutionizes the Breakfast Menu121

Getting "Wired" Catches On126

America Hits the Road130

Advertising and World War134

Part Ⅲ Modern American Advertising139

Chapter 4 1920-1929 The Roaring TWenties140

The Prosperous New Era142

The Business of America Is Business143

Retailing Hits Its Stride145

Enjoy Now, Pay Later148

Advertising's Role in Shaping Lifestyles148

Targeting Women150

Discovering Odors157

Creating Shrines of Cleanliness163

Selling the Cigarette Habit166

Selling Color, Style, and Time169

Fashion Takes a .Bow169

The American Home Goes Modern172

Automobile Advertising Shifts Gears175

Advertising Hits the Road179

The Voice of Radio183

The Look of Modern Advertising186

Chapter 5 1930-1945 The Depression and World War II192

Brother, Can You Spare a Dime?195

The Effects of the Depression195

A New Deal for the Forgotten Man196

A "Hard Sell" for Hard Times199

Advertising Again Goes for the Hard Sell199

Depression--Era Advertising Adopts a New Look205

The Best and Worst Collide210

Consumers Organize214

The Maturing Voice of Radio219

Another New Wave of Design223

Television Enters the Picture230

The War Years230

Chapter 6 1945-196o The Postwar Boom238

The Fabulous Fifties240

Realizing the American Dream241

Keeping Up with the Joneses245

Dressing Up the Automobile248

The Atomic Age252

Don't Rock the Boat253

The Generation Gap Opens Up259

Civil Rights Become an Issue262

New Ways of Selling264

Competing in a Crowded Market265

Tapping into Consumers' Hidden Desires266

Bringing Television to the Masses270

Four Creative Philosophies273

Rosser Reeves-The Hard Sell275

Leo Burnett-"Inherent Drama"277

David Ogilvy-Image and Science279

Bill Bernbach-The "New" Advertising282

Part Ⅳ Contemporary American Advertising287

Chapter7 1960-1975 The Creative Revolution288

The Times They Are A-Changin'290

Power to the People291

A Nation Divided296

The Creative Revolution298

Tune In, Turn On, Drop Out299

The Underground Goes Mainstream301

Inspiration,Intuition. and Creativity301

The "New" Advertising302

Creative Boutiques308

The Loss of Creative Momentum313

Reform Sweeps Madison Avenue316

Minority Groups Demand a Piece of the Pie316

You've Come a Long Way, Baby!321

More Issues Explode Advertising's Dream World329

Chapter 8 1975-1990 From Positioning to Image Building334

The Late 1970s: Advertising Isn't Fun Anymore337

Positioning: The New Game on Madison Avenue338

The Soft Drink Shootout341

The l980s: Let'S Make a Deal346

The Ultraconsumer346

And Now a Word, from Our Sponsor349

Putting a Human Face on Technology353

Global Brands and Global Advertising359

Global Challenges362

The Next Creative Revolution364

Image Building366

Sex and Symbolism372

Chapter 9 1990s and Beyond The Media Revolution378

Today'S Consumers381

The Money Is in the Middie381

Women Weld Their New Power382

"X" Marks the New Target387

People Don't Die at 49394

Signs of the Times395

The Minority Marketplace398

The Media Revolution404

The Total Communications Package404

The Printed Page406

The "Noncommercial" Commercial407

Advertising On-Line410

Advertising for Today and Tomorrow414

Talking Smart415

Zipping, Zapping, and Channel Surfing418

Recycling Old Campaigns422

Epilogue425

Notes429

Acknowtedgments436

Index438