Adland: A Global History of Advertising [NOOK Book]

Overview

Adland is a ground-breaking 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 adverts, 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 names in advertising today, including Jean-Marie ...
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Adland: A Global History of Advertising

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Overview

Adland is a ground-breaking 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 adverts, 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 names in advertising today, 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.
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

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
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

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."
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Product Details

  • ISBN-13: 9780749464325
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/3/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 288
  • File size: 677 KB

Meet the Author

Mark Tungate is the author of the bestselling Fashion Brands, as well as Adland - A Global History of Advertising, Branded Male, and Media Monoliths. His latest book is Luxury World - The Past, Present and Future of Luxury Brands.

Tungate is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Strat�gies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and The Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising.

In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.
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Table of Contents


Acknowledgements     ix
Introduction     1
Pioneers of persuasion     9
The origins of advertising     10
An industry takes shape     11
Early advertising agencies     14
Arrow to the future     16
The Hopkins approach     18
Lasker's second choice     20
From propaganda to soap     23
The legacy of J. Walter Thompson     24
An onomatopoeic agency     27
Rubicam versus the Depression     29
New sights, new sounds     32
The end of the beginning     35
Madison Avenue aristocracy     37
A British advertising agency in New York     39
The science of selling     45
Creative revolutionaries     49
Thinking small     54
Murderers' row     56
The revolution will be televised     59
The Chicago way     65
An unhurried start     66
Quite a character     69
Cornflakes and cowboys     71
The international era     74
Life after Leo     76
The Brit pack     79
The British hot shop     80
Blockbusters in the basement     83
Lowe and beyond     85
The master planner     88
A smashing agency     90
The Saatchi saga begins     93
Mrs Thatcher's ad agency     95
Eighties extravagance     99
The Saatchi saga continues     101
Jeans genius from BBH     103
The gentleman copywriter     108
The buccaneers of Venice Beach     112
'1984' and the Super Bowl factor     114
The French connection     119
The father of French advertising     121
The man who said 'Non'     123
Provocation and impact     125
The house that Jacques built     127
TBWA: absolutely European     131
The seeds of disruption     134
European icons     139
The graphic world of Armando Testa     140
Copywriting, Italian style     143
Blood, sweaters and tears     146
The German conundrum     149
Media spins off     155
The 24-carat idea of Gilbert Gross     156
From barter to Zenith     158
Turning back the clock     160
Consolidation incorporated     163
Omnicom: The Big Bang     163
WPP: wired to the world     168
Interpublic: the horizontal ladder     173
Publicis: readjusting the compass     176
Havas: child of the information age     179
Japanese giants     185
A short history of Dentsu     186
Advertising haiku-style     189
Soccer and Shiseido     191
The challenger agency     193
The alternatives     197
Amsterbrand     198
Professional radicals     203
Far from the Madison crowd     207
Driving branded content     209
Dotcom boom and bust     213
Latin spirit     219
The boys from Brazil 1: Washington Olivetto     220
The boys from Brazil 2: Marcello Serpa     223
The reign of Spain     225
International outposts     229
Australia's favourite admen     233
Shooting stars     237
From pop to soda     239
Controversy in Cannes     243
The man behind Cannes     245
Counting the cost     247
New frontiers     249
Asian creativity     251
And so to China     252
The agency of the future     257
Shape-shifting giants     262
Conclusion     267
References     269
Index     273
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