Research by Ruth Spence-Stone
Advertising - Principles and Practice
This book is intended to fill a gap in the teaching of advertising in Australia.
The text recognises that culture plays a vital role in effective communication and places advertising in the Australian context. It draws on examples, data, and circumstances particular to this market - including local practitioners' business experiences - that reflect advertising's evolution in the media and regulatory environment of this region. It therefore devotes an entire chapter to ethics and regulation and another to digital media.
It also takes into account the interests of those who create or sell advertising ideas more so than those who buy or manage them. In this respect, the use of the term 'advertising' is deliberate, as it focuses on employing idea generation, strategy planning and the principles of copywriting and art direction to make advertising more accountable and measurable.
Lastly, the underlying philosophy of this text is that advertising should set out to make consumers feel better about themselves rather than otherwise. Like it or not, the pervasiveness of advertising brings with it a greater responsibility for it not to diminish us as human beings. Enjoy!
Please download the first 14 pages of this book (pdf, 794kb).