My Life in Advertising and Scientific Advertising


Book Description

Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher.




My Life in Advertising


Book Description

This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. One night in Los Angeles I told this story to Ben Hampton, writer, publisher, and advertising man. He listened for hours without interruption, because he saw in this career so much of value to beginners. He never rested until he had my promise to set down the story for publication. He was right. Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all I have tried to do. When this autobiography was announced as a serial many letters of protest came to me. Some of them came from the heads of big businesses which I had served. Behind them appeared the fear that I would claim excessive credit to the hurt of others' pride. I rewrote some of the chapters to eliminate every possible cause for such apprehensions.




Advertising Education Around the World


Book Description

"Advertising resides at the hub of most countries' economy, so advertising education is by necessity, a global experience and practice. There are degree programs, tracks, concentrations, specializations or courses in advertising to be found in almost every corner of the globe. Most of them draw, or drew, from programs in the United States, but each of them has its own unique character and hurdles, and each has learned its own lessons. To advance standards everywhere, the hard-learned experiences of educators in one country must be shared with those in other places. This book is a small step toward building a global network among people who share a common interest: advertising." -- Back cover.




Scientific Advertising


Book Description




Women, Culture, and Politics in Latin America


Book Description

“This collection, because of its exceptional theoretical coherence and sophistication, is qualitatively superior to the most frequently consulted anthologies on Latin American women’s history and literature . . . [and] represents a new, more theoretically rigorous stage in the feminist debate on Latin American women.”—Elizabeth Garrels, Massachusetts Institute of Technology




Spanish Poetry of the Twentieth Century


Book Description

Twentieth-century Spanish poetry has received comparatively little attention from critics writing in English. Andrew Debicki now presents the first English-language history published in the United States to examine the sweep of modern Spanish verse. More important, he is the first to situate Spanish poetry in the context of European modernity, to trace its trajectory from the symbolists to the postmodernists. Avoiding the rigid generational schemes and catalogs of names found in traditional Hispanic literary histories, Debicki offers detailed discussions of salient books and texts to construct an original and compelling view of his subject. He demonstrates that contemporary Spanish verse is rooted in the modem tradition and poetics that see the text as a unique embodiment of complex experiences. He then traces the evolution of that tradition in the early decades of the century and its gradual disintegration from the 1950s to the present as Spanish poetry came to reflect features of the postmodern, especially the poetics of text as process rather than as product. By centering his study on major periods and examining within each the work of poets of different ages, Debicki develops novel perspectives. The late 1960s and early 1970s, for example, were not merely the setting for a new aestheticist generation but an era of exceptional creativity in which both established and new writers engendered a profound, intertextual, and often self-referential lyricism. This book will be essential reading for specialists in modern Spanish letters, for advanced students, and for readers inter-ested in comparative literature.




Democracy in Chile


Book Description

In the 1990s, Latin America emerged from the horror of massive human rights violations as it returned to civilian-elected regimes. This volume aims to explore the lasting legacy of the transformations brought about by the oppressive regimes of the '70s and '80s as they are experienced in the cultural, social and intellectual life of the region.




Arrival Cities


Book Description

Exile and migration played a critical role in the diffusion and development of modernism around the globe, yet have long remained largely understudied phenomena within art historiography. Focusing on the intersections of exile, artistic practice and urban space, this volume brings together contributions by international researchers committed to revising the historiography of modern art. It pays particular attention to metropolitan areas that were settled by migrant artists in the first half of the 20th century. These arrival cities developed into hubs of artistic activities and transcultural contact zones where ideas circulated, collaborations emerged, and concepts developed. Taking six major cities as a starting point – Bombay (now Mumbai), Buenos Aires, Istanbul, London, New York, and Shanghai –the authors explore how urban topographies and landscapes were modified by exiled artists re-establishing their practices in metropolises across the world. Questioning the established canon of Western modernism, Arrival Cities investigates how the migration of artists to different urban spaces impacted their work and the historiography of art. In doing so, it aims to encourage the discussion between international scholars from different research fields, such as exile studies, art history, social history, architectural history, architecture, and urban studies.




Musical Migrations


Book Description

A dynamic and original collection of essays on the transnational circulation and changing social meanings of Latin music across the Americas. The transcultural impact of Latin American musical forms in the United States calls for a deeper understanding of the shifting cultural meanings of music. Musical Migrations examines the tensions between the value of Latin popular music as a metaphor for national identity and its transnational meanings as it traverses national borders, geocultural spaces, audiences, and historical periods. The anthology analyzes, among others, the role of popular music in Caribbean diasporas in the United States and Europe, the trans-Caribbean identities of Salsa and reggae, the racial, cultural, and ethnic hybridity in rock across the Americas, and the tensions between tradition and modernity in Peruvian indigenous music, mariachi music in the United States, and in Trinidadian music.