Fables Fashions and Facts About Advertising

John Philip Jones bestselling author and internationally known advertising scholar has written a textbook to help evaluate advertising fables and fashions and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness inadequacy and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works. <br /><br />Unlike most other advertising textbooks <strong>Fables Fashions and Facts About Advertising</strong> is not written as a how to text or as a vehicle for war stories or as a sales pitch. Instead it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.