Adland: A Global History of Advertising

Overview

Adland is a groundbreaking examination of modern 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 advertisements, radio and television, to the opportunities afforded by the explosion of digital media.

Adland focuses on key players in the industry and features exclusive interviews with leading advertising veterans, including Jean-Marie Dru,...

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Adland: A Global History of Advertising

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Overview

Adland is a groundbreaking examination of modern 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 advertisements, radio and television, to the opportunities afforded by the explosion of digital media.

Adland focuses on key players in the industry and features exclusive interviews with leading advertising veterans, including Jean-Marie Dru, 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. This new edition is updated to include a new preface, a revised introduction and touches on the effects of the current recession, the impact of recent digital technology and thoughts on the future of advertising.

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.

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Editorial Reviews

Lifelong Dewey - Gerard Nielsen

"[A] mesmerizing look at the history of advertising from the first major British agencies to the influences of Eastern advertisers to today’s Internet pioneers. ...For those who watch Mad Men, this book will reveal a lot of the behind the scenes history of great advertisements. ...Tungate’s research is undoubtedly thorough... That being said, it’s detailed and interesting and will get you thinking about the components of advertising and how that world interacts with your own. A delightful read."
Advertising Age - Jonah Bloom

"Writing an entire history of advertising around the world is clearly an ambitious project. Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk."
SimonWakeman.com - Simon Wakeman
“[I]f you work in marketing or advertising, I’d recommend Adland as a great primer for the background to the way the advertising industry is today. Plus there’s plenty of great insights into how great campaigns came about that we can all learn from in our day-to-day work.”
Journal of Multidisciplinary Research - Editors' Choice Summer 2013

"[A] must-read for anyone interested in the advertising industry."
CHOICE - S.A. Schulman

"Adland...indeed is, a global history of advertising... Beginning with developments in the mid-9th century, the book traces the growth of advertising in the US as well as Europe, with individual chapters devoted to British, French, and Japanese advertising. ...a readable, well-designed book that will appeal to individuals with a special interest in advertising history. Summing Up: Recommended."
From the Publisher
Praise for the previous edition:

"[A]n excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry." —Library Journal

"[H]eady, well-researched gem... a handy, entertaining and insightful guide to the past and future of the ad world." —Publishers Weekly

"Writing an entire history of advertising around the world is clearly an ambitious project. Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk." —Jonah Bloom, Advertising Age

Publishers Weekly

In this heady, well-researched gem, British journalist Tungate (Fashion Brands) illustrates the history and globalization of the $400 billion a year advertising industry. Tungate begins by simultaneously addressing consumers' skepticism (or outright disdain) toward the "jargon, psychobabble and double talk of advertising" and advertisers' laudable financing of "a free, varied, democratic media," before hunting down the field's birth during the Industrial Revolution. He traces the industry from there through today's exploding media frontier of new global markets, viral advertising and seemingly infinite bandwidth. Along the way, he looks at trailblazers like Bill Bernbach and David Ogilvy, whose prosperous agencies and their offspring propelled advertising worldwide, and especially in the U.S., throughout the 20th century. He looks at key players, time periods and hot spots (Madison Avenue in the 1950s, Tokyo's Dentsu, the Omnicom megamerger) with snappy storytelling, interviews with bigwigs and bucketsful of trivia. Tungate argues effectively that the prevalence and effectiveness of a given country's advertising is commensurate with that country's entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world. (Sept.)

Copyright 2007 Reed Business Information
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Product Details

  • ISBN-13: 9780749464318
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/28/2013
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 272
  • Sales rank: 969,683
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.40 (d)

Meet the Author


Mark Tungate
is a journalist specializing in marketing, media, and communication. He is the author of the books Fashion Brands, Branded Beauty and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.

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Table of Contents

Preface to the 2nd edition

Introduction

01 Pioneers of persuasion
An industry takes shape
Early advertising agencies
Arrow to the future
The Hopkins approach
Lasker’s second choice

02 From propaganda to soap
The legacy of J Walter Thompson
An onomatopoeic agency
Rubicam versus the Depression
New sights, new sounds
The end of the beginning

03 Madison Avenue aristocracy
A British advertising agency in New York
The science of selling

04 Creative revolutionaries
Thinking small
Murderers’ row
The revolution will be televised

05 The Chicago way
An unhurried start
Quite a character
Cornflakes and cowboys
The international era
Life after Leo

06 The Brit pack
The British hot shop
Blockbusters in the basement
Lowe and beyond
The master planner
A smashing agency
The Saatchi saga begins
Mrs Thatcher’s ad agency

07 Eighties extravagance
The Saatchi saga continues
Jeans genius from BBH
The gentleman copywriter
The buccaneers of Venice Beach
‘1984’ and the Super Bowl factor

08 The French connection
The father of French advertising
The man who said ‘Non’
Provocation and impact
The house that Jacques built
TBWA: absolutely European
The seeds of disruption

09 European icons
The graphic world of Armando Testa
Copywriting, Italian style
Blood, sweaters and tears
The German conundrum

10 Media spins off
The 24-carat idea of Gilbert Gross
From barter to Zenith
Turning back the clock

11 Consolidation incorporated
Omnicom: The Big Bang
WPP: wired to the world
Interpublic: the horizontal ladder
Publicis: readjusting the compass
Havas: child of the information age

12 Japanese giants
A short history of Dentsu
Advertising haiku-style
Soccer and Shiseido
The challenger agency

13 The alternatives
Amsterbrand
Professional radicals
Far from the Madison crowd
Driving branded content

14 Dotcom boom and bust

15 Latin spirit
The boys from Brazil 1: Washington Olivetto
The boys from Brazil 2: Marcello Serpa
The reign of Spain

16 International outposts
Australia’s favourite admen

17 Shooting stars
From pop to soda

18 Controversy in Cannes
The man behind Cannes
Counting the cost

19 New frontiers
Asian creativity
And so to China

20 The agency of the future
Content providers and inventors
Shape-shifting giants
Conclusion

References
Index

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