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A theoretical defense of advertising, based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. The author defends advertising because it appeals to the self-interest of consumers and promotes the profit-making gains of the capitalists.
Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit. In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and substantial information before they head to the polls. An important and timely contribution to American political discourse, In Defense of Negativity concludes that if we want campaigns to grapple with relevant issues and address real problems, negative ads just might be the solution.
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
A provocative defense of market dominance
The topic of global justice has long been a central concern within political philosophy and political theory, and there is no doubt that it will remain significant given the persistence of poverty on a massive scale and soaring global inequality. Yet, virtually every analysis in the vast literature of the subject seems ignorant of what developmental economists, both left and right, have to say about the issue. In Defense of Openness illuminates the problem by stressing that that there is overwhelming evidence that economic rights and freedom are necessary for development, and that global redistribution tends to hurt more than it helps. Bas van der Vossen and Jason Brennan instead ask what a theory of global justice would look like if it were informed by the facts that mainstream development and institutional economics have brought to light. They conceptualize global justice as global freedom and insist we can help the poor-and help ourselves at the same time-by implementing open borders, free trade, the strong protection of individual freedom, and economic rights and property for all around the world. In short, they work from empirical, consequentialist grounds to advocate for the market society as a model for global justice. A spirited challenge to mainstream political theory from two leading political philosophers, In Defense of Openness offers a new approach to global justice: We don't need to "save" the poor. The poor will save themselves, if we would only get out of their way and let them.
Pretentiousness is the engine oil of culture; the essential lubricant in the development of all arts, high, low, or middle.
Outlines the history and purpose of advertising, discusses target audiences, the techniques advertisers use, hidden advertisements, limits on advertising, and ways to strike back at advertisers, and suggests related activities.
There are a lot of great advertising books, but none that get down in the dirt with you quite like this one. Thomas Kemeny made a career at some of the best ad agencies in America. In this book he shows how he got in, how he's stayed in, and how you can do it too. He breaks apart how to write fun, smart, and effective copy-everything from headlines to scripts to experiential activations-giving readers a lesson on a language we all thought we already knew. This book is not a retrospective from some ad legend. It's a book that should be instantly useful for people starting out. A guide for the first few years at a place you'd actually want to work. Traditionally, advertising books have been written by people with established careers, big offices and letters like VP in their titles. They have stories from the old days when people could start in the mailroom. They are talented. That's been done. Who wants another book filled with seasoned wisdom? This is a book written by somebody still getting his bearings. Someone who has made an extraordinary number of errors in a still short career. Someone who has managed to hang onto his job despite these shortcomings.
The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.
Marshalling facts and the latest research findings, the author systematically refutes the adversaries of globalization, markets, and progress. This book will change the debate on globalization in this country and make believers of skeptics.