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The anatomy of humbug : how to think differently about advertising / Paul Feldwick.

By: Material type: TextTextPublisher: Kibworth Beauchamp : Matador [2015]Description: xii, 191 pages : illustrations (black and white) ; 23 cmISBN:
  • 9781784621926 (hbk.) :
Subject(s): Additional physical formats: Ebook version: No titleDDC classification:
  • 659.1019 FEL 23
LOC classification:
  • HF5822
Contents:
Part one: Salesmanship -- 1.The mountie gets his man. John E. Kennedy, AIDA, and the reason why -- 2.The great majority of the sane and thrifty. Claude Hopkins and Scientific Advertising -- 3.Passing wind loudly. Daniel Starch and the quest for 'attention' -- 4.Get this into your head. Rosser Reeves and message recall -- Part two.Seductions -- 5.Across the street from Freud. Ernest Dichter and motivation research -- 6.The bare and pitiless sunlight. The strange death of motivation research -- 7.There's one little rub. Bill Bernback the the 'benign conspiracy' -- 9.Camay is a bit catty. Stephen King and the accountant planning movement -- Part three: Six aspects of the elephant -- 9.The whole elephant. Introduction to part three -- 10.Your files are undone! The pros and cons of propositions -- 11.A halo of spotless elegance. Walter Dill Scott and the theory of associations -- 12.the meaningless distinctive advertising as salience, fame or 'mere publicity' -- 13: Its like love. Advertising as social connection: Watzlawick and communications theory-- 14.Without the prod of salesmanship. Advertising as spin: Edward Bernays and the story of public relations -- 15.Din and Tinsell. Advertising as showmanship: P. T. Barnum and the art of humbug -- Epilogue -- Appendices & Bibliography -- Appendix 1: Where do academic theories of advertising fit in? Appendix 2: Use of the phrases: motivation research' and 'Hidden persuaders'.
Summary: How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Is it just about being famous ... or maybe something else? In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth.
Holdings
Item type Current library Call number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 659.1019 FEL (Browse shelf(Opens below)) Available 223845

Includes QR code.

Includes bibliographical references and index.

Part one: Salesmanship -- 1.The mountie gets his man. John E. Kennedy, AIDA, and the reason why -- 2.The great majority of the sane and thrifty. Claude Hopkins and Scientific Advertising -- 3.Passing wind loudly. Daniel Starch and the quest for 'attention' -- 4.Get this into your head. Rosser Reeves and message recall -- Part two.Seductions -- 5.Across the street from Freud. Ernest Dichter and motivation research -- 6.The bare and pitiless sunlight. The strange death of motivation research -- 7.There's one little rub. Bill Bernback the the 'benign conspiracy' -- 9.Camay is a bit catty. Stephen King and the accountant planning movement -- Part three: Six aspects of the elephant -- 9.The whole elephant. Introduction to part three -- 10.Your files are undone! The pros and cons of propositions -- 11.A halo of spotless elegance. Walter Dill Scott and the theory of associations -- 12.the meaningless distinctive advertising as salience, fame or 'mere publicity' -- 13: Its like love. Advertising as social connection: Watzlawick and communications theory-- 14.Without the prod of salesmanship. Advertising as spin: Edward Bernays and the story of public relations -- 15.Din and Tinsell. Advertising as showmanship: P. T. Barnum and the art of humbug -- Epilogue -- Appendices & Bibliography -- Appendix 1: Where do academic theories of advertising fit in? Appendix 2: Use of the phrases: motivation research' and 'Hidden persuaders'.

How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Is it just about being famous ... or maybe something else? In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth.

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