Title
Advertising : a new approach / Walter Taplin.
Published
London ; New York : Routledge, 2013.
Physical Description
1 online resource
Local Notes
Access is available to the Yale community.
Notes
Includes index.
Originally published in 1960.
Access and use
Access restricted by licensing agreement.
Summary
Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has deeper and more interesting sources than the mere desire of manufacturers to secure markets, or of high-pressure salesmen to secure commissions. Taplin explores the nature of human wants, examines the functions and limitations of information, and distinguishes the good from the bad in the arts of persuasion. His approach to the subject is indeed a new one, and of the greatest value to all who wish to understand one of the most powerful forces of the day. First published in 1960. Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has deeper and more interesting sources than the mere desire of manufacturers to secure markets, or of high-pressure salesmen to secure commissions. Taplin explores the nature of human wants, examines the functions and limitations of information, and distinguishes the good from the bad in the arts of persuasion. His approach to the subject is indeed a new one, and of the greatest value to all who wish to understand one of the most powerful forces of the day. First published in 1960.
Variant and related titles
Taylor & Francis. EBA 2024-2025.
Other formats
Print version: Advertising A New Approach. Taylor & Francis Ltd
Added to Catalog
October 04, 2024
Series
Routledge library editions. Advertising
Contents
1. Introduction
2. Wants
3. Information
4. Persuasion
5. Competition
6. Morals
7. Appropriations
8. Budgets
9. Agency
10. Technique.